Chapter 10 begins introducing factors one must be aware of when composing an advertising campaign. Pepsico's Quaker Oats launched an ad campaign titled 'Go humans go' in Spring of 2009. The campaign spanned over TV, print, online, and outdoor media channels. The distinct core idea carried through each medium was the idea that Quaker Oats products were 'Super foods' and their nutrients provided humans with physical and emotional energy.

The campaign aimed to entertain as well as communicate a positive message amongst a time of economic turmoil. The headline 'Go humans go' acted as a cheerleader to for the audience to persevere through financial hardships. Audiences could make a emotional connection with the campaign and viewed Quaker products as more than food, but a dose of hope and optimism.

I think this campaign was successful because it communicated the same underlying message through different stories and to different audiences and it also changed the previous opinions of Quaker Oats as a boring oat product. For example, the print ad (shown above) targets working professionals. It says that Quaker Oats is the breakfast item that is easy, nutritious, and will give you that push throughout the day.

The television ad (also posted above), targets children and parents. The television advertisement communicates that Quaker is the fun and easy food that gives you energy to play and learn.