Quaker Oats man loses double chin
I heard that Larry, the guy on the Quaker Oats logo, just got a makeover.
The Quaker Oats PepsiCo brand is 134 years old. and Larry is looking a little tired. Since his makeover his double chin is gone and his hair is a little shorter. If you look closely, he looks like he lost about 5 pounds. Just the loss of his chin makes him appear younger. With some minor changes it changes the feeling of the brand.
They left the crow’s feet around his eyes because removing them would make him too too young!
Can you really look too young?
The Quaker Oats company was founded in 1901 so it was time for a makeover. Larry’s Quaker cousin, Aunt Jemima, traded in her bandanna for a new hairdo several years ago so she was less of a “mammie.”
She also lost 100 pounds. It’s probably time for another new hairdo.
The Jolly Green Giant has become nicer over the years, more friendly but always in good shape. But maybe his language needs to be brought up to-date and he should stop yelling “ho.”
These are subtle changes but nevertheless make a difference. They make a difference to the brand and the customers.
Of course it started me thinking: Why did Larry need to lose five pounds?
One reason is that Quaker Oats represents itself as a healthy choice cereal,one which promotes energy and the ability to lower cholesterol, and Larry doesn’t look that good. It goes together, the cereal is good and Larry looks good.
Would the customer think that Larry looks bad because he doesn’t eat Quaker Oats? Or if I eat Quaker Oats would I look like Larry? Larry represents the Quaker Oats brand and his looks need to be consistent with his brand of “good health.”
How about your brand? Who is your brand connecting to and who is your customer? How are you representing your brand? Are you and the brand looking tired and old?
What are you doing to update you and your brand?
Let’s face it; the baby boomers are working hard at staying young and living a healthy lifestyle. One of the payoffs should be looking better but it’s obvious what you eat and drink can’t change everything. So what does this mean to your business?
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