Petersson's ventures have taken him from Europe to Sweden, though The CEO Magazine also claims he worked in Costa Rica too. While it certainly appears that Petersson likes to jump around rather than stick to one kind of product, there is a secret to his proverbial madness. In an interview with The CEO Magazine, Petersson said, "I don't pursue anything if I don't think I will feel fulfilled. As an entrepreneur, if I ever want to do something, I just do it. I don't feel like I have any other concerns. If I want to start a business, I'll start a business. With Oatly, it was extremely simple. I decided I wanted to work for them, so I did."
Though it seems Petersson is rather flighty, it was his exact style that was needed to help Oatly succeed. The product was developed in 1994 and had failed on the market until Petersson entered the picture in 2012. He describes the company as "unconventional," but his approach and rebranding of the company paid off. The size of the company actually doubled between 2018 and 2019.
After that Super Bowl ad, it's hard to say whether or not people will be itching to pick up a carton of Oatly at the grocery store. However, the brand will likely stay on their minds for a while thanks to Petersson's song as much as his strategic approach.
