Campaign details

Brand: Quaker Oats
Lead Agency: Mindshare India
Region: APAC

Strategy

Objective

Oats category steadily grew in H2 2018 and Quaker as market leader had to ensure we capitalized on this growth and made the most of it while maintaining premium imagery.

Taste, a key barrier in growth, therefore, had to be tackled and turned into a strength that the brand could ride on.

In 2018 Oats category was a battlefront with brands spending over 2X of the natural trend. WOA on TV was at an all-time high and consumers were bombarded with advertisements.

As the category leader, we had to stand out and identify a differentiated approach.

Target Audience

Social conversation and search trend analysis showcased consumers innate love for binge-watching on their mobile. They were actively searching for upcoming shows, setting reminders and recommending to peers.