Granola bars can keep kids quiet: Quaker

Pollack, Judann
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p4
Trade Publication
This article reports on the launch of an advertising campaign by Quaker Oats Co. to introduce Chewy Graham Slam, as of April 1999. The effort playfully pitches the product as a way to keep kids, who are prone to say embarrassing, outrageous things, from talking. Foote, Cone & Belding in Chicago, Illinois created the commercials. The campaign is a departure from last year, although both effort share humor and a tongue-in-cheek tone. The earlier effort appeared to have been working, however. According to the most recent annual report of Quaker, its Chewy Granola line led the $310 million category with a 39 percent share and the brand posted 9 percent volume growth in 1998. That is despite heightened competition from rivals such as Kellogg CO., which has introduced new varieties of its Nutri-Grain line.


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