The FINANCIAL -- The Quaker Oats Company, a division of PepsiCo (PEP), announced on April 9 that it is launching an expansive re-positioning of its business to focus on the wholesome goodness of its products made with whole-grain oats.
"For the first time in its 130-plus year history, Quaker will communicate with one voice about the company’s iconic whole-grain oats portfolio of products underneath one umbrella versus individual product categories. Whole-grain oats are the hallmark ingredient in Quaker Old Fashioned Oats, Quaker Quick Oats and Quaker Instant Oatmeal, Quaker Oatmeal Squares ready-to-eat cereal and a key ingredient in Quaker Life cereal and Quaker Chewy granola bars," Quaker declares.
“This repositioning helps us elevate and communicate the power of this surprising super grain – the oat—to meet the needs of the growing number of health conscious consumers,” said Mark Schiller, president of Quaker Oats. “We feel that Quaker has a great opportunity as a market leader in health and wellness to leverage our product portfolio under one powerful platform.”
New Quaker Brand Identity: “Go humans go”
A new marketing and advertising campaign with the theme “Go humans go” celebrates the whole-grain oat as a “super grain.” The campaign reinforces that the whole-grain oat is a key Quaker ingredient that helps power the bodies and minds of humans and inspires people to be their best – in essence to “Go humans go.” Television, print, online and high impact out-of-home extension ads depict how Quaker products help deliver the energy needed to power each person’s potential to live life to the fullest. The iconic “Quaker Man” keeps a watchful eye over all the fanciful activations of the “go” idea.
“The ‘Go humans go’ platform is more than a marketing change for Quaker as it marks the first time we’ll leverage the cohesive portfolio of breakfast and snack products under one brand,” said Annie Young-Scrivner, chief marketing officer for Quaker Oats. “The campaign experience is truly being launched in surround sound by leveraging television, print, digital, out-of-home, public relations and social media engagement. We want to share in our consumers every day experiences and become a part of their daily lives.”
Quaker partnered with Omnicom’s Goodby Silverstein & Partners to concept and produce the “Go humans go” campaign, which includes an out-of-home teaser campaign in nine top national markets, including New York, Chicago, Los Angeles and Washington DC. OMD is supporting the launch as Quaker’s media buying firm and Edelman serves as the company’s lead public relations agency.
The teaser campaign began the week of February 23 and the television launch begins March 16 on prime time and cable outlets. Print advertising begins in April as will sponsorships for mom consumers through online properties.
Quaker Go Project
The campaign also comes to life today through a special kickoff of the Quaker Go Project in New York City’s Times Square. The Quaker Go Project is a new social purpose movement, powered by Quaker and the human energy of Americans across the country, to help fight childhood hunger. Quaker, which energizes people’s lives every day with the wholesome goodness of whole-grain oats, is now encouraging people to use that energy to fuel it forward for others through donations, grants and volunteer opportunities. Quaker is partnering in this effort with Share Our Strength, the leading childhood-hunger.
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