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HOT SPOT: QUAKER OATS CO.: THE CAP'N'S BACK WITH CEREAL BARS' KIDS APPEAL

Published on .

Quaker Oats Co.'s breaking print effort for Cap'n Crunch Cereal Bars uses a kids-oriented focus with bright colors and kid-friendly graphics to illustrate that the product is crunchy and chewy at the same time. The sea captain is s hown on the package but a new animated character is introduced to try and steal the snack bar. Foote, Cone & Belding, Chicago, handles the $23 million campaign (AA, March 17).
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