QUAKER BRINGS CAMPAIGN TO CANADA
By Adnews Staff
U.S.-based Quaker Oats is bringing its new Snapple beverages campaign to Canada in mid-May. The radio, TV and point-of-purchase ad push is positioning the fruit drink brand as something to think about if you don't want a carbonated drink. Its tagline "Threedom Equals Freedom" is a humorous play on the fact that Snapple would be happy to be in third place in the drink market, behind the two mega-colas, Coke and Pepsi. One TV spot is a remake of the popular 1970s commercial featuring Mikey, the boy who hated everything except Quaker's Life cereal. The spot shows that he likes some Snapple flavors, but not all. Another commercial, directed by Spike Lee, shows marching bands, floats and a mock lounge singer. The campaign began running in the U.S. last week. It was created by Kiershenbaum & Bond of New York. In Canada, Quaker will use U.S. creative. Second Dimensions International of Toronto will do media planning and Media Buying Services the placement.