Oatly's True Crime-Style Podcast Is a Master Class in Branded Content.

New podcast Oatly Lake has all the hallmarks of the true crime and investigative journalism genres. Jingly-jangly intro music. An engaging podcast host. And a mystery rooted in small-town America. The twist? The solitary episode of the first season, titled “Deep Waters,” is actually an 18-minute ad for Swedish alternative milk brand Oatly.

Read the full story at adweek.com.