Campaign details
Brand: QuakerBrand owner: PepsiCoLead agency: BBDO GuerreroContributing agencies: Mindshare, Bridges PRCountry: PhilippinesIndustries: Breakfast cerealsMedia channels: Content marketing, Merchandise & free gifts, Outdoor, out-of-home, Public relations, Radio & audio, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Quaker is a well-established brand in the hot cereal category. However, category penetration has remained flat in recent years, due to lack of relevance among millennials. To them, Quaker was nothing but a bland oatmeal, usually for the old or the sick.
In 2017, a...