Brand: Quaker Oats
Lead Agency: Mindshare India
Fitness is in vogue amongst the urban and youth consumers today. Brands that have lent themselves to this trend have reaped benefits and consumer love.
Given the product category Quaker Oats was struggling create an image of an exciting and modern brand.
To overcome the slew of new competitors in direct and indirect categories and gain market share, Quaker needed to make itself relevant in its customer's lifestyle - being a partner and supporter to their quest of good health and fitness was one way out.
Urban Youth- typically in the age bracket of 18-30 mostly in Metros and class 1 cities. People who pursue an active lifestyle and are conscious of their health.
Habits take time to formulate – and healthy habits even more. Typically, it takes 21 days for a average person to develop a habit. People want to be healthy and fit and generally make fitness resolutions – but often fail to keep them and break them within the first 7 days.