Goodness Starts Today. That’s the message of Quaker Canada’s recent YouTube hit video. But instead of focusing on the nutritional properties of this good-for-you brand’s products, the video tugs at the heartstrings of the viewer with a real-life dad and daughter who just wanted to spend more time together.
According to Quaker Canada’s Marketing Manager, the brand, which traditionally uses conventional advertising outlets to talk nutrition, was looking to expand its digital presence and make an emotional connection – and they did just that! Quaker’s “The Recital” was one of the 10 most-watched ads on YouTube last month, with 8,262,404 views at last count.
Reality Check: While information is important, good-for-you brands can benefit by also remembering that consumers are real people – with real feelings. We do, and it works.