Quaker Oats Gives Iconic Figure a Makeover!
Can you see the differences between the two pictures?
Yes, there are notable differences between the backdrop ‘Larry’ (and yes, the Quaker man has a name in case you didn’t know) is positioned in front of, but can you recognize some of Larry’s fine details that have been altered?
In her article, ‘Larry,’ Quaker of Oatmeal Fame, Gets a Makeover, Sarah Nassauer explains how the revamped logo wasn’t done to necessarily catch the consumers’ eyes.
Subtlety was a primary aim. The “goal is not to have anyone notice that he is different,” explains Michael Connors, Hornall Anderson’s vice president of design.
When introduced in 1877, Quaker Oatmeal represented a brand that symbolized a quality meal and a trustworthy one too. Nowadays, consumers are trying alternative ways to become healthier and keep up energy throughout those long work days. Due to the overwhelming statistic of the green initiative and healthy choices, Justin Lambeth, Quaker’s chief marketing officer, knew they had a successful 134-year-old brand that needed no change in its quality, but instead in its image. He chose to adjust the logo to realign the brand with consumers’ new healthier decisions and lifestyles without losing any of the brand’s equity.
Besides Larry’s broad shoulders being revealed, a trimming of his hair, a removed double chin, and smoothed out face and neck, Mr. Connors summarized these tweaks by saying “We took about five pounds off of him.”
In thinking about this subtle branding revamp, we remembered other brands that did similar edits to their logo including StarKist editing its iconic figure, Charlie the Tuna. Decades ago StarKist commercials would show Charlie and his friends smoking cigars and playing poker under the sea. However, if those commercials would be broadcast in the present day, we would expect the brand image of StarKist to decrease. Since there is a vast amount of negativity towards smoking, those types of commercials would now lead to a negative brand image.
Another iconic logo who has undergone over 5 adjustments to keep up with the changing image of women is Betty Crocker. When the economy was low, she taught consumers how to cook on a budget and along with her cooking habits changing so did her gray colored hair and complexion.
Quaker’s adjustments made to its brand image is a good example of how a company should constantly recognize the changing lifestyles, habits, and opinions of its consumers and consider ways to keep their brand relevant.
Companies should be aware of the likes and dislikes of its consumers along with the processes those consumers take to buy their brands. Knowing these details will aid in forming a positive relationship with consumers and enhance brand equity.
Do you think there are any other brands out of date with today’s society values?