Evolve while staying the same

I recently came across a video that, as a parent, brought tears to my eyes. It was both heartwarming and familiar, and although the video runs for almost 5 minutes, it captured my attention from the very beginning and drew me in deeper, turning 5 minutes in what seems to be only a minute... the time it takes to make a warm, nutritious bowl of Quaker oatmeal.

The reason I chose to share this with you is because Quaker is a company that has withstood the test of time. They have been around for over a century and although they have adapted to the times, they have never changed their core message.

In 1877, former owners Henry Seymour and William Heston trademarked Quaker Oats as a breakfast cereal, saying the name stood for quality and value.

Below, on the left, Quaker Oats was advertised as an affordable source of energy and nutrition to help youngsters grow and become strong adults! To the right, we see a similar more recent ad that suggests Quaker products give children the necessary energy and nutrition to "Conquer the world".

Quaker also wanted to be seen as the affordable protein alternative to meat, eggs and fish that helps children grow faster than other breakfast foods.

With the introduction of new products like Quaker 1-minute oats and flavoured varieties, Quaker was able to adapt to the increasingly busy lifestyle of a growing family.

In more recent times, Quaker puts even more emphasis on becoming health conscious and focuses on heart health, weight control and using Quaker oats as a means of lowering your cholesterol.

Family life is so fast-paced today. Between work, school, running last-minute errands and finishing homework, there can be very little time to get in a decent healthy meal. Quaker has yet again found a way to ensure it has a place in your busy day with foods that offer convenience and nutrition in one. Need an energy boost? Grab a granola bar and off you go!

The evolution of the Quaker brand is an interesting one because they were successful in adapting, yet never changing. The Quaker family of products has grown significantly since the late 1800's but the benefits of using their products has always remained the same - healthy, nutritious and a good source of energy.

Below is the video I spoke about at the beginning on this article. This differs from the others as it's an emotional one. It is worth watching until the end but I warn you... you may need a tissue.

What have you done to ensure your company's core message stays the same while still keeping up with the times?

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner

Advertising beyond the product.

The holiday season is a time of heightened emotions. Our focus turns from work and daily routine to reconnecting with family, friends, celebrations and thinking about those we miss. It is a time filled with mixed emotions, highs and lows.

In this holiday ad, Amazon captures our emotion by showing two men, who are the clearly the best of friends, getting together to have a cup of tea and catch up. We get the sense that they have a strong bond and are dear old friends. And although they have different religious backgrounds, they respect each other as individuals.

Here is the touching ad:

There have been some reports that this ad was created in response to the recent US election. Either way, it is clear that Amazon believes in people as individuals, encouraging selflessness and thinking of others, regardless of their cultural or religious backgrounds. This is truly marketing beyond the product.

Here is what Jeff Bezos, Amazon's CEO, had to say about the ad:

It's been a pleasure spending time with you each week.

Happy holidays. See you in 2017.

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner

The magic of sound in advertising.

Ever wonder why you remember the words to hundreds of songs but couldn't get your study material to stick when you were in school? We can recall jingles we heard on the radio or in commercials from decades past. We can all belt out the Oscar Meyer wiener song, the Band-Aid brand song, and that somewhat annoying Meow Mix tune without hesitation. Why it that?

"The ear long remembers what the eye soon forgets"
- Roy H. Williams, The Secret Formulas of the Wizard of Ads.

Music is infectious to our brains; especially when the tune is catchy, the lyrics rhyme and are easy to remember.

In 1926, General Mills put out a barbershop radio jingle for their Wheaties cereal and although jingles had been around for a few years already, this one became known in history for being the first to successfully root itself into people's minds.

"If it wasn't for a radio jingle sung on Christmas Eve in 1926 by a barbershop
quartet in Minneapolis, Wheaties cereal would have been long forgotten by now." - General Mills

Our brain seems to be wired to remember music lyrics... or is it something else entirely? The common denominator among radio ads and songs is repetition. One of the reasons we can easily recall songs or jingles from years past is because we've heard them over and over again. Over time, repetition cements the memory. And music helps to evoke feelings in the consumer that leads to a sale.

"Echoic intrusiveness: The tendency of unusual combinations of spoken words, notes, or rhythms to lodge themselves in the listener's memory and play over and over in the mind." 
- Roy H. Williams, The Secret Formulas of the Wizard of Ads.
 

Wouldn't you like a to be given a permanent seat in the mind and heart of consumers?

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner