Inside Quaker’s ‘iterative’ approach to make its advertising work globally and locally

Major marketers are spending more time on brand building efforts this year as the digital landscape continues to shift and the focus on performance marketing has proved difficult in parts of that environment. Consumer packaged goods brand Quaker is among those marketers. 

Over the last 18 months, Quaker’s global team has been working on “elevating the positioning and the storytelling” of the brand, explained Ciara Dilley, vp of marketing for Quaker, in the hopes of cultivating “passion for the brand” from new consumers. As a result, PepsiCo-owned Quaker is rolling out its first global brand positioning this year with ads debuting in Canada and Latin America first before expanding to other markets around the globe including the US. 

“We believe that some of the best advertising in the world is done when brands find the incredibly powerful global creative idea that can work in many markets,” said Dilley. “[It’s the] idea that … a local resident in China or in Canada or in England, [feels like], ‘I get the brand. The brand gets me. They’re talking to me.’” 

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