US: PepsiCo rebrands Quaker

By just-food.com | 9 March 2009

PepsiCo will rebrand its breakfast and snack subsidiary Quaker Oats Co. in order to reposition the business and highlight the health benefits of eating its key ingredient - wholegrain oats.

For the first time, Quaker communications will come under one umbrella in order to emphasise the benefits associated with the company's wholegrain oat portfolio across all product categories.

"This repositioning helps us elevate and communicate the power of this surprising super grain - the oat - to meet the needs of the growing number of health conscious consumers," said Mark Schiller, president of Quaker Oats.

"We feel that Quaker has a great opportunity as a market leader in health and wellness to leverage our product portfolio under one powerful platform."

The company will launch a marketing and advertising campaign with the theme "go humans go". It aims to reinforce that wholegrain oats are a key Quaker ingredient that "help power the bodies and minds of humans and inspires people to be their best".

The campaign will consist of television, print, online and out-of-home extension advertising.

"The "go humans go" platform is more than a marketing change for Quaker as it marks the first time we'll leverage the cohesive portfolio of breakfast and snack products under one brand," said Annie Young-Scrivner, chief marketing officer for Quaker Oats.

The television launch is scheduled to begin on 16 March on prime time and cable outlets and print advertising begins in April.

Sectors: Health & wellness, Multichannel, NPD & innovation, Snacks

Companies: PepsiCo