Quaker Hopes Space Dust Revives Cap'n

Brandweek,  Oct 26, 1998  by Stephanie Thompson

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In the hopes of reversing declining sales of Cap'n Crunch cereals, Quaker Oats is launching a limited-time extension of the brand called Cosmic Crunch that plays off a space theme with the fruit flavored corn and oat cereal pieces in the shape of moons, stars and planets, and packets of orange magic space dust that turns milk a sweet alien green.

The national launch in January of a fifth, if temporary, SKU in the kid-targeted Cap'n Crunch lineup, comes at a time when Quaker is seeing declines of 4.6% for the base brand and as much as 17% for Cap'n Crunch's Crunch Berries for the year ending Sept. 16, per Information Resources Inc. Quaker wouldn't discuss ad plans, but likely support will include dedicated TV and print, via Foote, Cone & Belding, Chicago, as well as FSIs and in-store support consistent with previous promotional introductions, such as the launch in April 1997 of Oops! All Berries.

Packaging for Cosmic Crunch is flagged "Limited Time Only" and highlights the product's play appeal to its 6-to-12 demo with a back-panel cartoon storyline of what happens when a kid pours on dust and his milk and teeth turn green. Oops! All Berries, elevated to year-round status this year, similarly touted the brand's playful nature by putting kids in charge of the cereal factory.

"We tested [Cosmic Crunch] with kids and they thought it was unlike anything they'd ever seen before," said Christine Carter, marketing assistant for Cap'n Crunch at Quaker. "This is a cereal that has a lot of play value and, while it's harmless, it turns kids' lips, tongue and teeth green like Kool-Aid and they eat it right up." The cartoon assures moms it washes right off.

Sales for Cap'n Crunch's Crunch Berries, regular Cap'n Crunch and Peanut Butter Crunch totaled $186.3 million for the year ending Sept. 6, per IRI. Numbers for Oops! All Berries were not available.

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