Though very little was said about the similarities between the Obama campaign logo and the Pepsi logo, the Quaker Oats division of PepsiCo now has a new campaign and a tag line that is powerful in its simplicity: “Go humans go.”
Go humans go: Quaker goes tribal
There is no doubt the campaign owes a creative debt to Shepard Fairey, but it is equally true the campaign was tightly integrated with the healthy image of the brand without risking the mark’s heritage—not to mention it finally brought together all Quaker Oats product messaging under a single banner.
For the first time in its 130-plus year history, Quaker will communicate with one voice about the company’s iconic whole-grain oats portfolio of products underneath one umbrella versus individual product categories. Whole-grain oats are the hallmark ingreedient in Quaker Old Fashioned Oats, Quaker Quick Oats and Quaker Instant Oatmeal, Quaker Oatmeal Squares ready-to-eat cereal and a key ingredient in Quaker Life cereal and Quaker Chewy granola bars. —The FINANCIAL
The campaign, the first work for Quaker Oats by San Francisco’s Goodby Silverstein & Partners, includes a vital food cause and leveraged celebrity chefs with a reveal in Times Square featuring an on-site food donation drive, hunger awareness bloggers and bicyclists using “pedal power” to blend their own smoothies.
And lest we forget, the company’s chief marketing officer reminds us in a Q&A with BrandWeek that in these difficult times the oats so central to this campaign, combined with honey and water, also make a great (and inexpensive!) moisturizing face mask.
