Cannes Lions

QUAKER BRAND IDENTITY MAKEOVER

HORNALL ANDERSON, Seattle / PEPSICO / 2013

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Overview

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Credits

Overview

Description

It was a global-market challenge, playing out in local markets around the world. So we dove into those communities large and small, near and far. Everywhere we went, we discovered that the Quaker man had meaning, with a rich heritage that conveys trust and tradition. So we set out to contemporize the brand and increase its relevance…without drastically changing an icon people loved.

Execution

To contemporize his look, we made him appear more energetic, younger and several pounds lighter. Through subtle retouching to his face and neck and shortening of his wig, he essentially went on a diet. The refreshed identity now represents the healthy lifestyle the Quaker brand embodies worldwide.

Outcome

The new look caught on and quickly spread. But the true measure of its impact came late at night as the Quaker refresh met pop culture when much-loved TV talk show hosts like Stephen Colbert and Conan O’Brien featured the new look in their monologues. With so much positive coverage, consumers were primed for the new packaging, and ready to see an old friend in a whole new way.

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