Quaker Oats / Advertising Campaign
CLIENT: Frito Lay ROLE: Lead Designer AGENCY: Hornall Anderson CD: Michael Connors, David Bates
How do you sell a boringly healthy breakfast to a younger audience, especially if your mascot is an elderly, overweight man in an old-fashioned hat? My concept leveraged Larry the Quaker’s brand equity while celebrating the ordinary children and adults who achieve their daily victories with healthy energy drawn from oats.
The spirit of “Goodness Inside” is manifested through an aspirational campaign which emphasizes the Individual instead of the Product, and draws a more natural and symbiotic connection between the brand and its audience.