CHICAGO--()--The Quaker Oats Company, a division of PepsiCo (PEP), 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”
“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 organization in the United States.
For more information about the Quaker Go Project and the “Go humans go” campaign, visit www.quakeroats.com/gohumansgo.
About Quaker Oats
The Quaker Oats Company has been a leading, trusted comfort food for more than 130 years, providing the whole-grain goodness of oats in a delicious breakfast across multiple hot and cold varieties from oatmeal to cereals and snack bars such as Quaker Life and Quaker Chewy Granola Bars. The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world's largest consumer packaged good companies. For more information, please visit www.QuakerOats.com.
PepsiCo is one of the world’s largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. PepsiCo is listed on the Dow Jones Sustainability North America Index and the Dow Jones Sustainability World Index. For more information, please visit www.pepsico.com.