Creating excitement for a new oat milk brand through an integrated PR campaign


OATSIDE is Asia’s first ‘full-stack’ oat milk brand, fully produced in Asia and designed for the Asian pallet by a Singaporean founder. Launched in Hong Kong in September 2022 with three initial flavours, the brand needed to make an impact amongst consumers, stockists and café-owners in order to take on well established European oat milk brands who already had high visibility and consumer-following in the market.

Sinclair was appointed to position OATSIDE as the creamiest, maltiest and most sustainable oat milk in the market, as well as drive buzz and excitement to try and buy. Educating the segment on what sets OATSIDE apart from its competitors was crucial.


Strategy Establish market presence and maximise publicity for OATSIDE through a multi-pronged approach spanning events, media relations and influencer engagement, in order to drive wide spread awareness and excitement amongst the target audiences.

Storytelling Developed strong narratives to ensure consistent communications about the brand’s mission to ‘provide a healthy, sustainable oat milk for people who don’t care for plant milks, by being incredibly delicious’.

Engage Planned and managed a launch event day for key local F&B and lifestyle media, influencers and F&B trade professionals, to experience the unique flavours of OATSIDE. To demonstrate what sets OATSIDE apart from the competition, a blind milk-tasting session was hosted by a milk sommelier, followed by a latte-art demonstration and F&B sampling.

Thought Leadership The founder and CEO of OATSIDE was pitched for business and lifestyle interviews, discussing his entrepreneurial journey of developing a new brand during the pandemic and taking on well-established brands already in the market.

Influencer Engagement In addition to being invited to attend the launch event, F&B and lifestyle influencers were seeded the three flavours as part of a playful seeding activation.

OATSIDE cartons on a manufacturing line
media coverage
stories landed across print, online and social media
media and influencers in attendance at the launch event
icon reach
+617 million
reach across local publications and influencer audiences
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