Brand: Quaker Oats
Brand owner: PepsiCo
Lead agency: BBDO Guerrero
Industries: Breakfast cereals
Media channels: Content marketing, Merchandise & free gifts, Public relations, Radio & audio, Social media, Word of mouth, advocacy
Budget: Up to 500k
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 convenient way to be healthy.
Quaker needed to revitalise its image in order to drive relevance and increase consumption. People were already looking to eat healthier, but this is often challenged at breakfast, when people are usually in a hurry.