Quaker Oats Kids Cereal Gets Hot Play - Quaker Oats plans fall marketing campaign - Brief Article - Statistical Data Included

Brandweek, May 7, 2001 by Sonia Reyes

In an effort to lure kids and their moms back to the breakfast table, Quaker Oats is introducing Treasure Hunt Instant Oatmeal in August. Targeting youngsters aged 6-9 during the back-to-school season, it will be touted as nutritious "fun in a bowl" in national TV print, sampling efforts and a cross-promotion with Lego Studios.

Quaker Oats wants to build on the success of its other kids oatmeal, Dinosaur Eggs, even as it looks to discontinue poor-selling Sea Adventure. As with Dinosaur Eggs, Quaker hopes to provide an eating experience per company research that showed kids want to have more fun during breakfast. "We found kids most enjoy interactive, fun products that allow them to use their imagination," said Eric Skubish, marketing manager for kids oatmeal.

Treasure Hunt comes in Appley Cinnamon with mini brown maple sugar treasure chests and keys. The chests melt into green, red and gold coins when hot water is added.

A TV spot, via FCB, Chicago, will break in September on network kid shows. A print effort will target moms in women's titles. An onpack promotion with Lego offers a customized kit that ties in with the Lego Studios' Moviemaker line. More than 3 million samples will be distributed at such school venues as parent open house programs and via retailers. An FSI offers discounts on Dinosaur Eggs and Treasure Hunt.

Quaker dominates the $875.4 million hot cereal category with 62% market share, per Information Resources Inc. Spending was not available, but last year Quaker spent $26.7 million on its Instant Oatmeal line, per Competitive Media Reporting.