While Quaker has done global marketing before, the brand described the new campaign as “the first-ever unified international platform with a range of initiatives bringing the platform to life.”
The campaign is already live in Canada and Latin America on TV, digital video, social media, and in movie theaters. It will then roll out in the U.S. this year. The ads adjust based on the country they are airing in. In the Mexico ad, the oats are not cooked but blended into a smoothie.
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The campaign comes as Quaker looks to sustain the growth it experienced during the COVID pandemic, when consumers had more time in the mornings to cook and were baking more.
“The brand has seen growth momentum in the last few years and we want to welcome back those lapsed consumers, but also speak to younger families,” said Ciara Dilley, VP of marketing for global food brands at PepsiCo.
Dilley said that the challenge was to create a globally understood story, with creative that could run for several years. To do this, Quaker dug deep into consumer insights and sentiment around the brand.
“One thing we hit on early was the specialness of the morning,” Dilley said. “No matter how the week has gone, the dawn of a new day is a step towards things getting better. Linked to that, consumers told us that part of the day going well was seeing a certain person in their life, especially on a day that matters, like the job interview, the big test.”
Dilley said the brand didn’t want to focus on big, non-traditional days, like weddings or holidays, but regular days that might have something extra a consumer has to do, such as giving a big presentation or trying out for a sports team.