Quaker is a globally beloved breakfast brand.

But with so many breakfast options available, Quaker is not always people’s first choice.

Quaker needed to drive distinction - and there was no better way to do that than emotion.

PepsiCo quantitative research revealed nearly 1/3 of people say there aren’t many reasons to be hopeful at all these days.

But it also showed that we find hope in everyday people around us.

It’s the little things- a kind word, a warm breakfast- which let us know we’ve got this.

Quaker’s first global platform, You’ve Got This, which celebrates the humble heroes who fuel us each morning.

And as a humble hero in its own right, Quaker plays a natural role here.

Our emotional launch film shows how a father’s humble acts of care ripple through the years, and across generations.

The track had to strike the perfect bittersweet tone. Too sad, it would be nauseating. Too happy, it would clash with the emotional heft of the film. As the film also showcased a period of approximately 40 years up to the modern day, the music couldn’t feel too modern, but it couldn’t feel too dated either. And, the track couldn’t be slow, or the pace of the film would drag.

It was only when we found “Fever to the Form” a 10-year old track by British singer Nick Mulvey, that everything fell into place. It had modern production techniques, but in a traditional genre. It had a sense of optimism, but it was never saccharine. And it allowed the emotions of the film to breathe, without feeling like it was ever explaining how the audience should feel.

“It's going to sell a load of oats. Emotional engagement is in the top few % for cereal ads.

These positive emotions will help Quaker gobble up market share for years.” - System 1

System1 data shows that 48% of ads leave consumers feeling nothing at all.

This campaign proves that emotion can engage a global audience.

PepsiCo quantitative testing showed that the global campaign exceeded all benchmark KPIs for equity and sales impact in all five international markets that the work was tested in.

The campaign scored within System1’s top-ranked campaigns for emotional engagement. 96% of consumers immediately associated the work with Quaker, and two-thirds of viewers were left feeling “intensely happy”.

The campaign gained 61.4 million impressions (2.2 M Social impressions), received earned coverage in over 24 publications globally, and sparked industry conversations about the role of emotion in advertising.

*System 1, PepsiCo Quantitative Research