In a recent Brandweek article, I noted how, after the immediate shock of the Depression had sunk in, the best of the early 30s–era advertisements shifted to an optimistic message that said, “It’s time to begin preparing for the future.”
I’d be flattering myself to say that the marketers at Quaker Oats read my comment and responded, but I must say that the current ad campaign—“Go Humans go”—is exactly the kind of upbeat advertising approach I was encouraging advertisers to consider. And who better to urge us on than the iconic Quaker Man, who was first registered as a trademark in 1877, four years into what some economists call America’s Long Depression (1873–1896).
In one ad, we are urged to strap on containers of powerful Quaker Oats—a kitchy, futuristic “Buck Rogersesque” backpack—and zoom into the day, head held high, ready to confidently meet the challenges of tanking sale figures, evaporating 401Ks, and pending layoffs.
According to advertising industry pundits, the Quaker campaign is working. Visit the “Quaker Go Project” portal to see how the company is extending the impact of the campaign.