Ciara Dilley, Quaker's vice president of marketing, said Quaker's global team has spent the past 18 months developing the brand's “positioning and storytelling” in hopes of fostering “passion for the brand” from new consumers. He explained that he has been working on “improving telling.” As a result, PepsiCo-owned Quaker is rolling out its first global brand positioning this year, debuting ads in Canada and Latin America and then expanding to other markets around the world, including the United States. .
“We believe the world's best advertising happens when brands find incredibly powerful, global creative ideas that work in many markets,” Dilley said. “[It’s the] …local residents of China, Canada, and the United Kingdom; [feels like], “I understand the brand. Brands fascinate me. They're talking to me. ”
You've Got This, Quaker's first spot with global brand positioning, premiered in Canada and Latin America earlier this month and aired in cinemas, television, social media and digital. The film tells the universal story of a father and son bonding over oatmeal over the years, until the father eventually dies and his son continues the tradition with his own child. Masu. The spot was directed by BAFTA winner Charlotte Wells.
To address the global needs of the campaign, Quaker created numerous iterations in both regions to reflect the way consumers in different regional markets use the product. The language, product and packaging were tailored to the local market to reflect local consumer usage. Apart from this spot, Mr. Quaker has created a variety of video and static campaigns in English, Spanish, and French (covering each regional language) for TV, film, digital, social, print, out-of-home, and radio. I also created an asset.
Giving a local expression to this global initiative, Quaker brand teams around the world collaborated on creative ideas, then local teams developed media spend strategies using local budgets. Canada and Latin America represent key markets for this idea before it is rolled out to other markets and regions. Dilley said brands typically test new versions in one market for a season before rolling them out in other markets.
It's unclear how much Quaker is spending on its current campaign or how the brand allocates its advertising budget, but Dilley declined to provide further details. Throughout 2023, Quaker spent 51% of its advertising budget on cable and broadcast TV ads, 47% on digital ads, and 1.3% on print ads, according to MediaRadar statistics. It was also found that the brand spent 78% of its advertising budget on TV and 22% on TV. Available digitally through January 2024.
“We're definitely going back to our roots and looking at our brand positioning and making sure we're expressing it in a way that's relevant to today's consumer,” Dilley said. “We need to be functionally relevant, especially in today’s busy world where there are so many digital channels and so many messages. [marketers] We can bombard consumers with so many message elements, but sometimes we forget that what matters most is basic empathy, love, and respect for the brand. ”
For brand consultants, it makes sense to spend more time building your brand, as well as testing and learning global and local approaches.
“World-class brands show up with the same spirit no matter where they are, but that doesn't mean they show up with the same content,” said Carolyn Griffin, director of strategy at Siegel & Gale. She says, “The key is to have an idea that is global but flexible enough to resonate with your audience and market.”
Quakers' recognition of global differences is now a common theme for marketers. “In my view, we're not necessarily seeing the rise of more 'global' platforms, but we're starting to see a more global understanding and nuance to the platforms that are emerging,” Griffin said. stated in an email. “At Quaker, we test locally first to reveal the nuances so we can measure, manage and adapt to drive a stronger, more consistent global brand.”
Allen Adamson, founder of brand consulting firm Metaforce, explained that getting the nuances of messages meant to resonate around the world is a more difficult challenge for marketers. An iterative approach of testing messages in several markets before expanding the scope allows companies to finalize the message details.
“It’s more difficult because you have to connect with the culture,” he said. “Telling a story to your target audience, telling it in a way that resonates with your target audience, and telling it accurately means that companies must be sensitive to different cultures and regions and how they interpret it. To do.”
