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Quaker's plans to motivate millennials to switch to oats in India

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By Amit Bapna | Editor-at-large

January 30, 2022 | 4 min read

Reaffirming its health-led positioning, PepsiCo-owned Quaker, the leading oats brand has launched a refreshed brand identity for the Indian market. This marks the first-ever brand refresh since its launch in 2006.

Quaker India launches its refreshed brand identity

Quaker India launches its refreshed brand identity

Oat consumption has been a mixed bag in the Indian context with its unique breakfast habits and palette. Taste, as well as the positioning of the category, have been the primary challenges.

Over the last few years, oat consumption has seen a spike on the back of the increased awareness around health, especially among younger consumers.

Quaker has been around for more than 15 years in India and the other brands in the category include Saffola, Kellogg’s, Baggry’s, among others.

Quaker is set to launch the new global brand look and on the cards is a change in the brand’s packaging design, along with the adoption of the new global logo.

To make the packaging future-ready and increase its appeal to digital-savvy consumers, the new-look pack will come with a QR code. The QR code will give easy access to Quaker’s Content Hub – a platform with a variety of recipes – on YouTube.

Continuing with the nutrition-led proposition for millennials, and announcing the new brand identity, Quaker has launched the brand campaign conceptualized by Wunderman Thompson India.

The campaign narrative is to help the new-age consumers incorporate oats more actively in their daily diet.

The campaign depicts how one needs the ‘fuel’ to keep going in the modern-day fast-paced life and how it helps to maintain weight and reduce cholesterol.

Elaborating on the brand film, Bauddhayan 'Buddy' Mukherji, director, Little Lamb Films said, “You have heard ‘life is a race’ a thousand times but the 'how' is what this film brings alive. We recreated an entire day, one's daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends etc. on an actual 400m track to give a first-hand experience of how the right fuel enables you to win your day.”

In India, Quaker oats are also available in variants such as multigrain and with flavour mixes.

Talking about the new brand identity launch, Sonam B Vij, associate director and category head, Quaker, PepsiCo India, said, “The revamped brand image gives the brand another opportunity to connect with the ‘real fit’ and those who are passionate to win in life.”

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