PepsiCo cereal brand Quaker has launched its first-ever global platform called “You’ve Got This,” a branding effort that celebrates people who help cultivate the potential of others.
The new campaign marks a shift for the brand to focus on these “everyday heroes” throughout its branding including in a new spot directed by BAFTA award-winning director Charlotte Wells.
“Quaker has long been a beloved, potential-filled brand within the PepsiCo portfolio, and ‘You’ve Got This’ is the breakthrough creative platform we need to mark the brand’s next chapter across the globe,” says Ciara Dilley, vice president of marketing, Global Foods Group at PepsiCo, in a statement. “As a brand with a storied history of nourishing potential in others, we are thrilled to partner with Charlotte Wells to celebrate the unsung heroes who inspire greatness in all of us.”
The company worked with Uncommon Creative Studio on the creative to highlight the benefits of how a word of encouragement alongside a bowl of oatmeal can help someone make a difference in the world.
Wells’ short film follows a father and son going through life from childhood to adulthood. The father is by his son’s side throughout the journey giving him encouragement and support, and of course, feeding him breakfast. By the end of the ad, the son has his own child, who he in turn supports with kind words and bowls of oatmeal.
A longform version of the ad has been adapted for local markets. The campaign also includes: out-of-home, print and digital advertising. Additionally, the campaign is currently airing across Canada and Latin America in cinemas and on TV, digital and social.
