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- Title
BREAKFAST OF CAPTAINS.
- Authors
UDELL, MELODY
- Abstract
The article offers information on marketing strategy of Quaker Oats Co.'s brand Cap'n Crunch. Topics discussed include information on Cap'n Horatio Magellan Crunch, animated seafarer touting the Cap'n Crunch line of cereal since 1963, launch of a real-time social media campaign to defend the reputation of the logo after food bloggers and cereal fans noticed that the Cap'n only had three stripes on his uniform, and revamping of the marketing and public relation (PR) of the brand. It is noted that New York-based digital agency Huge Inc. has developed and posted an animated press conference instead of just adding a fourth animated stripe to the captain's uniform to restore consumer confidence and engage more millennials to the product.
- Subjects
CEREALS as food; MARKETING strategy; PRODUCT launches; PRODUCT lines; QUAKER Oats Co.; COMMERCIAL products; HUGE Inc.; CONSUMER confidence; SOCIAL media
- Publication
Marketing Insights, 2014, Vol 26, Issue 3, p6
- ISSN
1040-8460
- Publication type
Article