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Quaker
Quaker Overnight Oat Launch

RAN IN: United States

CLIENT
PepsiCo

Theresa Moschella, Shopper Marketing Manager
Sulay Alvarenga, Shopper Marketing Manager
Andrea Brolin, Shopper Marketing Director
Mary Kahn, Senior Marketing Manager
Kate Dempsey, Senior Marketing Manager

AGENCY
TPN *Lead Agency

Jon Schultz, Managing Director
Ella Miller, Associate Creative Director
Christina Heflin, Account Supervisor
Ross Von Rosenberg, Senior Art Director
Allysun Lundy, Account Director


SUMMARY

The Quaker Overnight Oats Cups launch program tackled the challenge of creating new consumer behavior and drawing lapsed and new users to the category with a new way to enjoy oats: cold. In a routinized category, success relied on effectively educating shoppers on this new item, forming a new behavior, disrupting their shopping routine and incentivizing trial. We amplified national launch plans, implementing an impactful strategic plan (leveraging proprietary PepsiCo analytics to target most valuable households and stores with optimized messaging and tactics), shattering past Quaker launch successes at retail.

CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Post;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;DIRECT Pre;DIRECT Email;DIRECT Retailer Specific;ECOMMERCE Pre;EVENTS Pre;MOBILE/TABLET Pre;MOBILE/TABLET Display Ad;MOBILE/TABLET Location-based Communications / Real Time Marketing;PRICING During;PRICING Post;PRICING Couponing;PRICING Trade;PRINT Pre;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE In-Store Video/Kiosk;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Sales Promotion;RETAIL EXPERIENCE Store within a Store;SAMPLING Pre;SAMPLING Post;SAMPLING Direct Mail;SHOPPER INVOLVEMENT Pre;SHOPPER INVOLVEMENT Consumer Generated;SOCIAL MEDIA Pre;TRADE COMMUNICATIONS/PROMO Pre

Audience: Mothers

Objectives: Gain trial

Type: Business to Consumer

Classification: National

Language: English