Oatly Matcha POS campaign
Oatly needed a distinctive in-store campaign to launch their new Matcha oat drink into the Danish retail market. Emerson10 produced a bold POS setup using the Emerson10 Octagon and a printed floor decal to create a fully branded product zone that stopped shoppers mid-aisle.
- Emerson10© Octagon
- Printed floor decal
- Full campaign production
- Addons
The result:
The Oatly Matcha POS campaign created a striking, editorial-style in-store presence that matched Oatly's signature design language. The final setup helped Oatly introduce the new Matcha variant to Danish shoppers, drive trial through strong shelf visibility, and cross-merchandise with the existing iKaffe range.
Project Gallery
The challenge
Oatly's brand identity is famously specific — hand-drawn typography, editorial voice, off-white backdrops, product-first storytelling. Any in-store display had to look like it was designed by Oatly itself, not bolted on afterwards.
The display also had to introduce the new Matcha flavour to shoppers who already knew iKaffe and the Original range, and give the launch enough physical presence to feel like a proper moment rather than another SKU appearing on the shelf.
The solution
Emerson10 created an Oatly Matcha POS campaign using the Emerson10 Octagon as the central platform, topped with an oversized brand replica and wrapped in a printed floor graphic.
The Emerson10 Octagon carried the product volume across eight branded sides, giving clear sightlines from every approach and room to cross-merchandise the existing iKaffe range. The oversized brand replica on top turned the display into a landmark — visible from the store entrance and above the shelf line.
The printed floor graphic extended the campaign beyond the display itself, defining the zone as Oatly territory and drawing shoppers in from further down the aisle.