Quaker Oatmeal

Juniper Park

Section I — Basic information

Business Results Period (Consecutive Months): Jan 17, 2011 – March, 2011
Start of Advertising/Communication Effort: Jan 17, 2011
Base Period as a Benchmark: Calendar 2010

Section II — Situation analysis

a) Overall Assessment

This is the story of how a 135 year-old brand that had become stagnant transformed itself to achieve tremendous growth in both volume and brand equity by dramatically reframing the lens of how consumers viewed its product.

Quaker Oatmeal has long known the importance of a healthy breakfast. Quaker, the leader in hot cereal, has helped generations of Canadians start their day with its nutritious oatmeal. However, despite the fact that the Quaker brand is held in high regard and its oatmeal is well liked, oatmeal had come to be perceived as "boring." Have you heard the phrase "as boring as oatmeal"? Exactly.