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Quaker Oats’ Pitchman Gets A Makeover

March 29, 2012 by staff 

Quaker Oats’ Pitchman Gets A Makeover, The rosy-cheeked, white-haired man smiling out at you from the Quaker Oatmeal box is getting a haircut, losing some weight and dropping about five years from his age.

Known among insiders as “Larry,” the venerable Quaker man on the logo is getting a makeover as part of a wider effort by owner PepsiCo Inc. to reinvigorate the brand globally. It hopes to keep the 134-year-old brand “fresh and innovative,” says Justin Lambeth, Quaker’s chief marketing officer.

Consumers associate the logo and brand with heritage, trust, and quality, says Patrick Rowell, director of strategy for Hornall Anderson, Quaker’s brand-design firm. And today, people associate oatmeal with “energy and healthy choices,” he says.

To signal these qualities in the logo without losing a sense of history, Hornall Anderson made small adjustments.
Larry now shows his shoulders, making him seem stronger and more vibrant, says Michael Connors, Hornall Anderson’s vice president of design. Trimming his hair makes him look lighter and his neck longer. “It’s the same neck,” says Mr. Connors, but the haircut “makes him look thinner.”

Hornall Anderson also removed his double chin and smoothed the rolls and plumpness in his face and neck. “We took about five pounds off him,” says Mr. Connors.

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