Food marketers are applying a lot of power to push energy. The marketing of cereal, snacks, shakes and even dog food is pushing energy as a selling point big time.
PepsiCo-owned Quaker is among the most aggressive brands trying to capitalize the appeal of newfound energy. Their new campaign includes a TV ad showing people nodding off on buses, at work and at home, and encourages people to fight the “human energy crisis” with the “good energy of Quaker” and its array of oatmeal-based products, from bars to hot cereal. The ads are by the Chicago office of BBDO, which is coincidentally known as Energy BBDO.
“What makes a modern mom different their parents’ generation is they embrace the chaos,” said Quaker Chief Marketing Officer Justin Lambeth. “They are not looking for the escape moment,” he added, but want a good energy source to get them through the day.
The campaign includes a microsite that tallies the nation’s energy level in real time by tirelessly scouring Twitter for terms like tired, awake, alert and exhausted.
Quaker reportedly has the energy to publish a quarterly “Human Energy Index” with Mashable that summarizes findings from the site. The publication will even show stats state by state. Louisiana is noted as the most exhausted state, followed by Mississippi, Hawaii, Alabama and Delaware.