Quaker Oats: Diffusing a coronary time bomb

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: PepsiCo, Pepsi-Cola
Agency: Mindshare
Brand: Quaker Oats
Campaign duration: 1-3 years
Campaign objective: Build, defend brand position
Campaign objective: Brand relaunch, reposition
Country: India
Media budget (USD): 500k - 1 million
Media used: Email marketing, Internet display, Internet microsites, Internet search, Mobile, Social media, Television (broadcast)

Executive Summary