Quaker Oats Celebrates Life's Everyday, Epic Adventures; Encourages Families To "Quaker Up"

 Quaker Oats Celebrates Life's Everyday, Epic Adventures; Encourages Families
                                To "Quaker Up"

New Integrated Marketing Campaign Leverages the Power of Oats across Multiple

PR Newswire

CHICAGO, Dec. 21, 2012

CHICAGO, Dec. 21, 2012 /PRNewswire/ --The Quaker Oats Company, a division of
PepsiCo, announced today the debut of "Quaker Up," an integrated marketing
campaign that showcases how Quaker provides the nourishment to fuel the epic
adventures of everyday family life.

The new campaign takes a master brand approach by highlighting the broad
portfolio of delicious Quaker products made with oats from oatmeal to snack
bars to cereal to cookies. It aims to contemporize the iconic and trusted
brand by creating a more relevant connection to today's mom and acknowledging
and sharing her point-of-view that everyday family life can be "epic."

Components of the campaign, which kicks off on Dec. 21, include:

  oTwo 30-second television commercials
  oDigital creative, including a Facebook app that will allow consumers to
    share their family's everyday epic adventures
  oPrint ads focused on new products such as Quaker Perfect Portions,
    customized, flavored instant oatmeal
  oIn-store displays with couponing
  oNew packaging featuring a refreshed logo of the iconic Quaker man
  oHispanic-themed creative

"This campaign shifts the word Quaker from a noun to a verb, sparking action
and bringing to life how Quaker can help provide healthy fuel like oatmeal for
families' daily adventures," said Justin Lambeth, Chief Marketing Officer for
Quaker Oats. "Whether she's playing pirates with her son or teaching her
daughter to ride a bike, we know mom is celebrating her family's big and small
moments, and we want to be the brand to recognize and fuel her through that

A 30-second television ad called "Hill" serves as the campaign's first
creative execution and represents Quaker's first collaboration with
Chicago-based Energy BBDO. The ad depicts a boy riding his bike up a
neighborhood hill, which he imagines to be an adventure up the world's tallest

"The idea behind the ad is that it focuses on family activities that require
physical energy and celebrates common, relatable, everyday events," said Dan
Fietsam, Chief Creative Officer for Energy BBDO. "We know everyone can relate
to the epic nature of a child's imagination so we really wanted to play off of
that as a way to emotionally connect with moms."

A second spot entitled "Lake," continues the campaign's momentum when it airs
a few weeks later. Both TV ads will appear on a variety of broadcast and cable
networks, including ABC, NBC and Bravo.

"Quaker Up" is part of the larger brand effort to provide today's families
with relevant and nourishing solutions and is being done in concert with a
continued pipeline of product innovation and strategic brand partnerships. In
2012, Quaker launched Real Medleys, a premium and portable hot oatmeal,
introduced Quaker Yogurt Bars into the US market from Canada, and entered a
new category with the introduction of Quaker Oatmeal Cookies. Quaker is also
driving consumer engagement in February at Super Bowl XLVII through a
partnership with spokesperson Andrew Luck and NFL PLAY 60 as part of the
brand's inaugural year of working with the league.

About The Quaker Oats Company
The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc.,
one of the world's largest consumer packaged goods companies. For more than
130 years, Quaker's brands have served as symbols of quality, great taste and
nutrition. Holding No. 1 positions in their respective categories, Quaker®
Oats, Quaker® Rice Cakes and Quaker Chewy® Granola Bars are consumer
favorites. For more information, please visit  www.QuakerOats.com,
www.Facebook.com/Quaker or follow us on Twitter @Quaker.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than
$65 billion and a product portfolio that includes 22 brands that generate more
than $1 billion each in annual retail sales. Our main businesses – Quaker,
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable
foods and beverages that are loved throughout the world. PepsiCo's people are
united by our unique commitment to sustainable growth by investing in a
healthier future for people and our planet, which we believe also means a more
successful future for PepsiCo. We call this commitment Performance with
Purpose: PepsiCo's promise to provide a wide range of foods and beverages for
local tastes; to find innovative ways to minimize our impact on the
environment by conserving energy and water and reducing packaging volume; to
provide a great workplace for our associates; and to respect, support and
invest in the local communities where we operate. For more information, please
visit www.pepsico.com.

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Jody Menaker                Katie Scrivano
Quaker Foods North America Edelman Public Relations
312-821-3264               312-240-3393
jody.menaker@pepsico.com   katie.scrivano@edelman.com

SOURCE The Quaker Oats Company

Website: http://www.QuakerOats.com
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