PepsiCo Puts a Mustache on Quaker Oats

PepsiCo has put a mustache on the famous Quaker Oats man thanks to a deal between the PepsiCo-owned brand and milk processors.

PepsiCo Puts a Mustache on Quaker Oats

The milk-mustached Quaker dude is featured at the end of a new ad in a campaign that includes Quaker’s tagline, “Quaker Up.”

Remember the long-running “Milk Mustache” Got Milk? campaign? Well, that changed to Milk Life in early 2014 to put an emphasis on milk’s nutritional benefits, including its protein content.

The wonders of milk are plugged at the end of a Quaker ad by Energy BBDO, which created the brand’s ads. Mister milk mustachioed Quaker Man will also be in People Magazine with text that says: “My outfit is from 1877. My mustache is from this morning.”

This marks the first time that the Milk Processor Education Program has partnered with a brand that will feature the milk mustache on packaging sold in grocery stores. Sounds there is a war for shelf space and mindshare what with all the other dairy products like tasty yogurt, colorful cheeses and snack bars.

The ad might help shake some sales. I’m a fan of daily oatmeal. sans milk. Hey, it’s cheaper than metamucil and does the same trick.. Although it doesn’t put hair on my upper lip.

Howard Davidson Arlington Massachusetts


Food Brands Push Energy

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.