Here are the facts: people who know of Oatly already think they’re a little weird and cultish—they admit as much when you sign up for their email list. And people who have only seen the Super Bowl spot may be thinking, “Why does that dude singing in the oat field remind me of that dude from ‘Wild Wild Country’?”

When I was freelancing at Oatly my partner and I played into these suspicions with a cryptic campaign that used Freemason iconography and subliminal messaging on Instagram, Reddit, YouTube, Craigslist, Soundcloud, and even the dark web to drive people to the Oatly website. When they got there, we reassured them that Oatly is just really into oats... but in a way that leaves an (oat) seed of doubt.