"The Quaker `Afterschool Rocks' campaign pays tribute to the fact that moms enjoy bonding with their children through music," says Teri Lucie Thompson, a founding member of the Marketing to Moms Coalition and Chief Marketing Officer, Purdue University. "The campaign is fresh, well-executed, and perfectly in tune with pop culture. It's a thoroughly modern example of how to reach moms effectively."
The Quaker Chewy Afterschool Rocks Campaign, in partnership with VerveLife, a leader of tech-driven music marketing solutions, included:
-Exclusive video content from musical artists Jordin Sparks, Jason Derulo and Gloriana, who discussed the positive influences their moms have had on their lives
-A library of 250 "mom-approved" songs curated by Quaker Chewy, housed on a special website for listening and downloading
-Retail video endcap displays
-A cause-marketing affiliation with the Afterschool Alliance, a nonprofit organization
"The goal of the campaign was to use music to inspire healthy lifestyles, balanced nutrition and the importance of staying active afterschool," says Bill Fiely, director of Quaker Snack Bars. "We accomplished this by positioning Quaker Chewy Granola Bars as the official snack of afterschool and rewarding purchase with music downloads for families to build their Afterschool Rocks Soundtrack together."
For more information about the Marketing to Moms Coalition and the H.E.R. award, visit www.marketingtomomscoalition.org. For more information about the Quaker Chewy Afterschool Rocks promotion, log on to www.quakeroats.com/about-quaker-oats/content/after-school-rocks/default.aspx. For additional information about VerveLife, check out www.VerveLife.com.
About the Marketing to Moms Coalition
The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America's most powerful consumers. A not-for-profit organization, the group's goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.
Quaker Chewy Granola Bars
Quality afterschool programs and wholesome snacks go hand-in-hand. Research shows nearly 90 percent of children ages 4 to 13 consume less than one serving of whole grains per day. 16 grams of whole grain in a food product is considered one serving of whole grain. The USDA recommends making half of your daily intake of grains whole and further recommends that the average American consume at least 3 servings (48 grams) of whole grains per day.
As the Official Snack of Afterschool, Quaker Chewy Granola Bars are a delicious and convenient snack option. With 8 grams of whole grains in each Quaker Chewy Granola Bar, children receive half a serving of whole grains in one bar. Quaker Chewy Granola Bars come individually wrapped and contain no high fructose corn syrup, making them a great afterschool snack moms feel good about serving.
About The Quaker Oats Company The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world's largest consumer packaged goods companies. For more than 130 years, Quaker's brands have served as symbols of quality, great taste and nutrition. Holding No. 1 positions in their respective categories, Quaker Oats, Quaker Rice Cakes and Quaker Chewy Granola Bars are consumer favorites. For more information, please visit www.QuakerOats.com.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
With offices in Chicago, New York and Dallas, VerveLife provides the most comprehensive, technology-based products, creative services, and digital music marketing expertise to brands and retailers looking to attract and engage consumers, accelerate growth and build relationships that drive loyalty. The company has earned numerous awards for its work in the digital music promotions industry. Learn more about VerveLife at www.VerveLife.com, or on the company's blog, Twitter stream or Facebook page.