Quaker debuts global brand platform ‘You’ve Got This’

Campaign kicks off with Charlotte Wells-directed commercial
Jillian Morgan, female, digital editor for Canadian Grocer
quaker brand platform 2024 you've got this
'You've Got This' is also the first-ever fully personalized omnichannel campaign for the brand.

Quaker is introducing its first-ever global brand platform with a spot helmed by BAFTA-winning director Charlotte Wells.

Titled ‘You’ve Got This,’ the platform champions unsung heroes who lift us up with a small gesture, words of encouragement or a comforting bowl of oatmeal.

“Quaker has long been a beloved, potential-filled brand within the PepsiCo portfolio, and 'You've Got This' is the breakthrough creative platform we need to mark the brand's next chapter across the globe," said Ciara Dilley, VP of marketing, Global Foods Group, at PepsiCo, in a press release. "As a brand with a storied history of nourishing potential in others, we are thrilled to partner with Charlotte Wells to celebrate the unsung heroes who inspire greatness in all of us." 

The commercial follows a father and son as they navigate life’s stages together, from childhood to adulthood. As time passes, the son eventually has a child of his own, and he reflects on the impact his own father had on his life. While sharing a bowl of Quaker oatmeal with his son, he realizes it is now his turn to be the reassuring presence for his child. 

The long-form version of the commercial has been adapted for local markets around the world to suit the consumer rituals and habits in those markets.

'You've Got This' is also the first-ever fully personalized omnichannel campaign for the brand, including out-of-home, print and mobile/digital advertising.

The platform was created in collaboration with Uncommon Creative Studio

Quaker’s 'You've Got This' campaign is currently airing across Canada and Latin America in cinemas and on TV, digital and social media with plans to expand to additional markets throughout 2024.

Watch the commercial below:

This ad will auto-close in 10 seconds