Quaker Oats, Quaker Instant Oatmeal, Quaker Granola Bars and Quaker Crispy Minis® products, Quaker has embarked on a re-branding campaign called “Go humans go,” and will look to “brings the power of oats to life. Wellness experts have coined whole grain oats a ‘power food’ as they deliver multiple health benefits.“ Quaker which is owned by PepsiCo Canada recently kicked off the Canadian version of their campaing which was originally launched in the United States in March 2008.
“For decades, Quaker has enjoyed tremendous brand equity in Canada as a health and wellness leader,” says Kathryn Matheson, Vice President of Marketing – Quaker, PepsiCo Canada. “This brand repositioning leverages that equity and allows us to elevate and communicate the power of oats as we’ve never done before. The ‘Go humans go’ platform marks the first time we’re unifying the Quaker portfolio of breakfast and snack products under one brand.”
To help communicate the new messaging a number of agencies were involved to help with the creative which leveraged a number of channels including:
Print – Two print ads appear in September issues of major Canadian magazines to reach key audience targets – parents and boomers. Emphasizing the power of breakfast to moms, the first ad portrays a bike ramp branded with the new Quaker Reduced Sugar Peaches & Cream Flavour Instant Oatmeal. The second ad, launching for the first time in Canada, shows a person walking out the door represented by the Quaker brand’s “doorway to a fuller life”.
Television – Adapted for the Canadian market by BBDO Toronto, one 30-second spot entitled Trampoline started airing nationally during the week of August 31. The spot features people skyrocketing into the clouds, demonstrating the power of Quaker products to help humans rise to new heights and reach their full potential.
Online – Developed by Proximity Canada, the online campaign commenced September 7 and encompasses four interactive elements: standard online ads; a rich media page takeover integrating three separate ads onto one web page; search engine Google ad words and sponsorship of a mobile application for the Weather Network’s School Forecast.
BBDO Toronto – Mass Advertising
BBDO Montreal – Mass Advertising (Quebec)
Proximity Canada – Interactive
OMD – Media Buying
OSL – In-Store
PraxisPR – Public Relations