Trending PR Campaigns
The 89 Percent Carton Campaign
Oatly put messages from Covering Climate Now’s “89 Percent Project” on its milk cartons, sharing research that 89% of people surveyed worldwide want stronger government action on climate change. The unusual media placement turns an everyday pack into a platform for a message about climate action, with cartons rolling out across Europe and a US launch expected.
Why it worked: It hijacked a ubiquitous product touchpoint to broadcast a counterintuitive stat (the “silent majority” is 89%), creating timely, election-adjacent tension and media debate over advocacy vs journalism norms.
The lesson: Consider printing a surprising, consensus-busting stat from a credible third party on your packaging or receipts and invite customers to act.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| wral.com | The world's largest oat milk producer has joined an unusual climate journalism campaign :: WRAL.com | Wednesday 30th September, 2026 |
| abcnews.com | The world's largest oat milk producer has joined an unusual climate journalism campaign | Wednesday 30th September, 2026 |