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When Oatly launched its new ready to drink Matcha Strawberry Flavour, we wanted to steer clear of the usual product announcements. Instead, we collaborated with the brand to design two distinct press events in Munich and Hamburg that allowed media and creators to experience the drink in its natural habitat. By blending sensory tastings, physical movement, and cultural dialogue, we turned a simple beverage launch into an immersive lifestyle moment that naturally entered the daily conversation.
In Munich, Matcha has long moved past its status as a passing trend. It is now a staple of the city creative spaces, boutique studios, and curated cafés. We kicked off our launch series at Atelier Rosa, a sun drenched multidisciplinary space that offered the ideal backdrop for the product.
The experience opened with an interactive tasting led by Oatly Beverage Experience Specialist Josefine Rampendahl. While preparing three bespoke signature drinks, she unpacked the evolution of the Matcha category and explained why modern taste profiles now extend far beyond the glass. Today, what we drink is closely tied to our personal aesthetics, photographed, shared, and integrated into daily routines.
To bring this connection to life, we partnered with the Berlin based Collective ANTI to transform the studio into a space for wellness and community. Creator Anuthida led an exclusive Pilates session, which was set to an ambient soundscape curated by DJ Alyssa Cordes. The afternoon wrapped up with a light lunch prepared by Munich culinary studio eeeat, giving guests a relaxed space to connect and experience how naturally the new flavour aligns with design, fitness, and contemporary wellbeing.
While Munich focused on physical energy, our Hamburg event centered on intellectual exchange. We gathered a curated group of journalists and creatives at forkk studio for an intimate lunch designed to feel entirely different from a typical product presentation.
The afternoon centered around an open trend talk between Josefine Rampendahl and author and podcaster Sophie Passmann. Together, they explored the changing landscape of beverage culture and discussed why our taste choices now serve as a form of self expression. Taste shapes the spaces we visit and the communities we seek out, sitting at the intersection of lifestyle, consumer behavior, and identity.
This dialogue was paired with a tasting of three custom Oatly creations, followed by a seated lunch that allowed for deep, unhurried networking among key media representatives.
This two city launch shows how we approach modern lifestyle PR. We do not just pitch stories or hope for media placements. We bring different perspectives together, establish relevant cultural contexts, and design the precise environments that allow a brand to become a credible, active participant in everyday culture.
