Help! We Can't Get the Song 'Wow No Cow!' Out of Our Heads!

Forsman & Bodenfors Gives Marketing for Cereal Drink Oatly a Surreal Twist

Published On
Oct 28, 2014

Editor's Pick

Toni Petersson is the CEO of Swedish oat-drink company Oatly. He's also the star of an ongoing series of "Toni TV" YouTube videos -- part of a new campaign by agency Forsman & Bodenfors (of "Epic Split" fame). In the installment (Episode 6) above, he's shown in a field of oats with a synthesizer, singing an obnoxiously catchy song about the brand -- "Wow No Cow!" -- that he composed himself.

In a statement, Petersson said: "Against my better judgement I agreed to be featured in a series of films. At first I was really concerned that the ideas were bad, that I was bad and that all the commercials I had ever seen featuring CEOs were really terrible. For me, it made more sense to spend time and money on developing a strong idea that would explain to viewers how everyone at Oatly goes to work everyday to improve people's lives and the health of the planet. For some reason my creative director and agency thought I should sing this instead. I guess time will tell if I was right or if they were."

Meanwhile, the newest installment of Toni TV (Episode 9) has been released; titled "Nonchalant," it's about selling "in a non-selling way."