Episode 69 How Oatly used the messenger effect to become the world's most successful milk alternative
In this episode, we explore how Oatly became a billion-dollar brand by using behavioral science in clever, unexpected ways. We unpack how the launch of their Barista Edition—crafted specifically for coffee shops—tapped into the Messenger Effect, where who delivers a message matters as much as what is said. Along the way, we break down what makes a messenger truly persuasive—and how your brand can apply the same principles to win trust and grow.
Episode Highlights
Neutral messengers are often more persuasive than self-interested ones. A small shift—like a colleague delivering praise instead of the person themselves—can meaningfully boost credibility and conversion rates.
Levine's study shows how quickly identity framing can influence behavior. Man U fans were far more likely to help a jogger wearing their team's shirt—unless primed to see all football fans as part of their in-group.
Three key takeaways: The messenger matters as much as the message; credibility, relatability, neutrality, and status make for strong messengers; and never rely on self-reports—people often misread their own motivations.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep68 - Adam Ferrier author of The Advertising Effect on why you should stop listening to your customer
This week MichaelAaron and Richard sit down with Adam Ferrier, founder of Thinkerbell, who shares how behavioral science fuels brand impact. He highlights the power of consumer involvement, brand imperfections, and distinctiveness, using IKEA and V as examples of psychology-driven brand strategies.
Ep70 - Steve Martin, author of Messengers, on the eight key traits of an effective messenger
What makes someone truly persuasive? In this episode, we speak with Steve Martin - behavioral scientist and co-author of Yes! - about the messenger effect and the eight traits that shape who we trust, who we follow, and why the person delivering the message matters so much.
