- The Quaker Oats Company unveiled its first global brand platform, throwing a highlight on everyday heroes like parents and the comfort and encouragement they will provide, based on a press release.
- “You’ve Got This” serves as a reset for the PepsiCo-owned oats brand, per the discharge, and represents its first fully personalized omnichannel campaign, with ads tailored to different markets based on regional consumer habits. Media elements span TV, cinemas, out-of-home, print, social media and digital and mobile promoting.
- The effort is led by a recent TV business helmed by “Aftersun” director Charlotte Wells that depicts how an affirming morning ritual between father and son is passed down between generations. Quaker joins other marketers in launching global promoting plays that try to raised recognize different customs.
Quaker is tugging on the heartstrings with “You’ve Got This,” emphasizing a message that small moments, reminiscent of an encouraging word over breakfast, could make a world of difference in someone’s life. The nearly 150-year-old brand has never run a worldwide marketing initiative of this scale before and is approaching the broader canvas with media elements that try to acknowledge local customs to achieve recent audiences.
“Quaker has long been a beloved, potential-filled brand inside the PepsiCo portfolio, and ‘You’ve Got This’ is the breakthrough creative platform we want to mark the brand’s next chapter across the globe,” said Ciara Dilley, vp of marketing at PepsiCo’s global foods group, in a press statement.
Agency Uncommon Creative Studio handled the campaign while Quaker enlisted BAFTA-winning director Wells so as to add an emotional punch to the hero creative, a long-form business that tracks the ups and downs of a relationship between a father and his son throughout the years. Eventually, the son adopts the identical morning routine along with his own child, bonding over a bowl of Quaker oatmeal to begin the day. “Aftersun,” Wells’ breakout film, also tracks paternal themes and what’s passed down through generations, albeit through a darker lens.
“You’ve Got This” kicks off a bigger strategic platform for Quaker that may have a presence throughout 2024, based on Uncommon Creative Studio Co-Founder Lucy Jameson. Ads are debuting first in Canada and Latin America before expanding to additional markets.
The give attention to global consumers comes as Quaker encounters challenges in North America, a key market. The Chicago-based company has been grappling with food recalls since late last 12 months over products potentially contaminated with salmonella. Quaker and PepsiCo are facing a possible class-action lawsuit in Canada over the matter.
Other brands have set their sights on driving an even bigger international impact as marketing spending rebounds from a fallow period. Swedish retail giant Ikea earlier this month also launched its first global campaign with creative that tries to preserve a way of fun amid the cost-of-living crisis.
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