Better Oats® Repurposes “Choice Of A New Generation” Tagline For Use In New Marketing Campaign
MINNEAPOLIS, March 14, 2012 – Better Oats, MOM Brands’ innovative brand of instant oatmeal, has announced its recent adoption of the iconic tagline “Choice of a New Generation.” The famous campaign theme, originally made popular in the 1980′s by Pepsi-Cola® – parent company of Better Oats’ main competitor Quaker Oats® – will be featured in the brand’s first-ever online advertisement, continuing its David vs. Goliath approach to marketing.
“As a company that does things differently than most other CPG brands, we like to invest our money in the things that are most important, and that’s providing great-tasting breakfast cereals at a great price,” said Linda Fisher, corporate communications manager for MOM Brands. “We’re launching this campaign without a fancy ad agency, celebrity spokesperson, or big advertising budget. We’re crowd-sourcing video content and are placing it online and on YouTube. We’re getting word-of-mouth exposure through social media. Our Better Oats brand is bringing new, younger and more affluent consumers to the instant oatmeal category, and that trend, coupled with our non-traditional campaign, is why ‘Choice of a New Generation’ tagline is such a good fit.” Pepsi-Co let its trademark on the tagline expire in 2006, and MOM Brands applied for registration of the mark in 2009.
Better Oats was introduced nationwide in 2010. This innovative line of 23 varieties of instant oatmeal was the first new product to enter the oatmeal category in decades and was the first brand to take market share from category leader Quaker Oats. As part of the “Choice of a New Generation” campaign, an online video titled “A 23 Flavor Celebration” was created by an amateur filmmaker, Josh Anderson, via Poptent, a video crowd sourcing company, and incorporates Better Oats’ newly repurposed tagline. The video will premiere simultaneously on the Better Oats Facebook Page, YouTube Channel and a dedicated micro site, ChoiceOfANewGeneration.com and features a pajama-clad Anderson in a song and dance tribute to Better Oats. The brand will also run paid media to kick-start the campaign on popular websites including Hulu, VH1, MTV, Comedy Central, Xfinity, and The Onion.
To view “A 23 Flavor Celebration,” visit ChoiceOfANewGeneration.com.