The Quaker Oats Company, a division of PepsiCo (PEP), recently announced today 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.  “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.”  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.”

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