Net profit, dividend per share, EBITDA…. The presentation of financial results is not content that is usually characterized by its attractiveness, but in recent times some companies are exploring formulas to communicate them in a dynamic, entertaining and, especially, adding value. With this, they ensure that the publication of information not only helps the business, but also contributes to brand building.
The Oatly Parade
Plant-based drink brand Oatly is a recent example of this trend. The firm, which is listed on NASDAQ, the main American stock index, has shared some data on the evolution of its business with a live music band parading through Sweden, and with the CEO, Jean-Christophe Flatin; and the Global President, Daniel Ordoñez, dressed as milk bricks.
The main objective of the initiative is to celebrate and communicate the achievement of a milestone, which is that Oatly has closed its first full year of profitable growth in the last seven years. In 2025, the company achieved revenues of $862.4 million, which represents an increase of 4.7% compared to the previous year.
These are figures that, as explained in the piece published on social networks, “they deserve a parade”.
The good results are the result of the redefinition of strategy carried out in the last two years. Oatly has moved away from comparisons with the dairy category to position itself in the universe of plant-based drinks. This has allowed us to reactivate the growth of the oat drink category or align with new trends and movements, such as contemporary coffee culture.
The brand assures that this innovative way of communicating financial results aligns with Oatly’s personality. “Turning our CEO and Global President into giant drink cartons and having them lead a parade in a park is an essential part of our brand concept.“, commented Filip Nilsson, Creative Director of Oatly, in a statement.
Since its publication, the content has exceeded 100,000 organic views on LinkedIn and 200,000 impressions, reaching 3 million people on Instagram.
The growth of Ikea is the growth of its team
In fiscal year 2025 – from September 1, 2024 to August 31, 2025 – Ikea Spain achieved a turnover of 1,986 million euros, 2.8% more than in 2024; with an operating result of 130 million euros (+11.2%), and sold 164.3 million products and services. All of this in a year in which, in addition, it has maintained its commitment to generating well-being in the community and its staff.
This is precisely the protagonist of the campaign “This is how it feels good to grow”, designed by the creative agency Allwhite, with which the company links the evolution of its business with the stories of those who work to achieve it. Thus, it presents Elena, Marco, René, Anabel, Juanse and Inma and the way in which, in their different positions and responsibilities, they have grown in the same way as Ikea. It also presents “Flamenquín”, a flamenco generated with artificial intelligence that alludes to the biodiversity restoration projects in the Doñana Natural Space.
“It has been a good year in which we have grown without giving up being at the side of the needs of Spanish households, lowering our prices, promoting innovative projects, improving the customer experience and generating valuable employment.“Commented Carl Aaby, CEO and CSO of IKEA in Spain, in a statement. “We will continue working on the transformation to guarantee growth that allows us to continue lowering our prices and being increasingly closer to our clients to ensure the future.”.
The pieces convey data such as visits to stores (50 million), employment generation (the workforce is made up of 9,736 people, after the creation of 130 new positions), or progress in the use of sustainable materials for its products. It also offers information on programs and initiatives related to the long-term transformation of Spanish society.
Thus, among other things, it points out that Plan Allen, promoted together with FADEMUR, ASHOKA, COTEC Foundation and WWF, has culminated after three years of execution in which 120 hectares of wetlands and 150 of forests have been restored; trained more than 1,200 women from rural areas; or supported more than 70 entrepreneurs in their projects.
