Killer episode! this redefined the way i thought of Quaker and to see how it came about is truly revealing. Never thought of equity in that fashion, but it is THE correct definition.

Great guest. Brand strategy is not just about the creative, but also the placement of that creative. I like the fact that not only repositioned the brand, but also repositioned the placement of the messaging.

“It is a fascinating case study as to how you can take an existing line of products, that fundamentally perform, and adjust the creative positioning concept so that the message gets through in a relevant way, while increasing household penetration and share of requirements” When i read this, i was intrigued, but highly doubted that the information would deliver. But it did. Lots of meat here, nice to see there are some actionable take-aways. Rare!

This is repositioning at its finest. In my mind a boring product that occupied neither my mind, nor my mouth, now has a reason for being. Not too different from what i have done on a number of new car launches…bravo.
jay.

Brian, I am a Quaker Oats consumer to put it mildly. I literally can’t buy or consumer more of it and not become a science experiment, if I’m not already. I buy the single giant box with double-giant bags of it from Costco and probably average 2 bowls of it a day, with skim milk and some fruit or just plain, maybe some Splenda or honey, usually while standing at the kitchen counter in the morning and late at night, watching SportsCenter on the smallest TV in the house. Heck, I’ve put it in cups and eaten it dry as a snack while working online. So, the commercial likely won’t make me buy any more of the good stuff. But, more interestingly to me, in seeing this great spot and the new repositioning of Quaker Oats, it’s unlikely that I’d consume LESS of the stuff if they had done an outright awful commercial. But, because they did it right — simple and good, yet understandably contemporary to get more people “into it” and to see the simple, good of the stuff as I do — I love them, love Quaker Oats, the stuff, the company, the people who I’ve never met who make the stuff, the marketing department, the CEO, all of ‘em, all the more, and feel kinda good and proud of my choice. And I expect that now I’ll find myself happily, proudly engaged in a new conversation with those who newly enter the market, talking about the commercials or the product itself or whatever. And I won’t even feel badly, in fact I’ll laugh right along with, not at, the brand and fellow Quaker Oats fans, when SNL or Leno or Conan parodies the spot with a scatological take that the “Go Humans Go” tag line is just begging
for. – Jan Zlotnick, Strategic-Creative ReThinker, The Zlotnick Group, NYC

This is smart marketing. Same product, totally different reason for being. This is about using what you have intelligently.

The old and famous brand needs to be advertise in the manner that suits today’s style and requirement. Its really a great way of marketing.

I’m impressed that they had 7 campaigns with one cohesive uber-message. That’s an impressive amount of teamwork. I’d love to hear an interview on how they managed to pull together like that.

Oatmeal definitely had a bad rap from Hollywood. People began thinking of it as boring or bland. It’s fascinating learning about how Annie had to relook at her product with fresh eyes, and come up with an exciting and new message about oatmeal and Quaker specifically.

I like rewards programs but only if it’s easy to get to the code. I’m impressed with how Quaker/Pepsico is taking it to a new level where the rewards go to helping the hungry. The message is one that makes me feel good about myself. I eat Quaker Oats and I improve my health, and I can get food donated to SOS.

I love it! I think their new campaign direction proves that just because something is an “old” brand, (I prefer “established”), doesn’t mean it can’t be relevant or exciting.

Brian, I really liked the connection of the message to an emotion to use when evaluating your branding. It never occurred to me how important music is for the television spots.

Thanks, Annie, for using the Quaker dude in a calm fashion. I like the commercials where the mannequin is just standing there. I really hate the Burger King since it’s just creepy. BK’s lost my business, and Quaker has gained more of mine. Whenever I fly now, I’ll always have my Quaker bars in my bag.

Smart idea being the sponsor of the Top Chef Quickfire Challenge. My buddies and I laughed, but it got me thinking about buying oats again.

I knew Life was a Quaker Brand! Loved it since I was Mickey’s age.

Exstremely lovely site. Very impressed about all the lesson there are to learn and to know how much help is there also. Keep up the great work