London, lattes, Oatly, pure fun.

The Brief in Brief

Baristas. Simon Cowell lookalikes. A very serious talent show. Oatly’s London Coffee Festival party brought it all together in the weirdest, most Oatly way possible. Oatly wanted an activation for London Coffee Festival 2024 that was equal parts ridiculous, engaging, and undeniably them. Something the event team could run independently, while staying true to Oatly’s signature playful, offbeat brand voice. The answer? A Britain’s Got Talent-inspired competition, inviting baristas to showcase their wildest, weirdest, and most wonderful talents—with a judging panel made up entirely of Simon Cowell lookalikes.

What We Did

We recreated the full Britains Got Talent experience, complete with a big red buzzer, dramatic ‘X’ graphics, and audience participation to decide the winner. Baristas took the stage to perform whatever talent they wanted, from singing to balloon animals—because in true Oatly fashion, there were no rules. The three ‘Simon Cowells’ delivered over-the-top critiques, making the whole thing as hilariously bizarre as it was competitive.

Why It Worked

This wasn’t just an event—it was an Oatly-style spectacle. The combination of interactive audience engagement, unexpected humor, and absurdly fun competition made for an unforgettable experience that had people talking long after the last buzzer sounded. The perfect blend of weird and wonderful, just like Oatly itself.