Oatly’s comical Norm and Al oat drink characters are popping up around Australia, as the US brand’s marketing heads Down Under.

The brand’s light-hearted ‘The New Norm&Al Show’ aims to normalise plant-based diets and comprises five short (2-5 minute) episodes, available on the Oatly website and YouTube.

The episodes feature two oat drink cartons, Norm and Al, who are trying to navigate the shift to a plant-based diet.

“After trying to help people eat more plant-based with super long Instagram posts, a dorky AFL Grand Final ad and nonsensical headlines, we’ve now landed on puppets to do the job. The New Norm&Al helps us deliver a message that people might normally roll their eyes at, but because it’s puppets, well, who doesn’t like puppets?” said Oatly’s creative director, Michael Lee.

The launch of the show will be supported by a social media campaign, as well as Broadcast Video on Demand, running until April 3, 2022. Out of home advertisements will also be seen on buses and trams in Melbourne until 10 April.

Marketing material featuring Norm and Al will be visible in more than 90 percent of Woolworths stores, and in more than 20 independent retailers.

Oatly has also partnered with Milkrun in Sydney to deliver free samples to Sydney customers this week, and from 25-26 March thousands of Oatly samples will be given away in Norm&Al cups from over 35 cafes around Australia.

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