Quaker: Overnight Oats

Oats brand Quaker used radio and social media to help update its image for millennials in the Philippines.

Campaign details

Brand: Quaker OatsBrand owner: PepsiCo Lead agency: BBDO GuerreroCountry: PhilippinesIndustries: Breakfast cerealsMedia channels: Content marketing, Merchandise & free gifts, Public relations, Radio & audio, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Quaker is a well-established brand in the category, however, category penetration has remained flat in recent years, due to lack of relevance among millennials. To them, Quaker was nothing but a bland oatmeal, usually for the old or the sick. In addition, as they lead dynamic lifestyles, millennials needed a quick and...

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