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25-MAY-2025 | Oatly’s Milk Carton Copy

Author

Dan Bogachek
May 25, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

Oatly’s Milk Carton Copy

INFREQUENTLY ASKED QUESTIONS

Do I need a different mouth to drink oatmilk?

Good question actually. Because it wasn’t that long ago that few people had even heard of oatmilk, let alone thought of drinking it. “Milk from oats and not cows? Preposterous!” Yet here we are, face to face, well carton, considering what exactly drinking oatmilk will require differently from you. The short answer is nothing really. Not your hands or nose or eyelids or even your neck area. No need for a different spoon to spoon it or a different tongue to lick your lips with. And you’ll want to use the body you have to get all the nutritional benefits from it. 🏁 

The more you subvert expectations, the more you entertain your reader.
Surprise tickles the brain.

Also showcased here:

  • Complete ideas > complete sentences.

  • Establishing a “we” between the reader and the copy to full immersion into the fourth wall break. Then note the classic transition from that “we” back to “you.”

  • Momentum bridge words at the start of sentences to keep things moving: “because,” “yet,” “and.”