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Choice of a new generation? It’s not Pepsi…

By Caroline Scott-Thomas , 15-Mar-2012
Last updated on 16-Mar-2012 at 10:35 GMT2012-03-16T10:35:48Z

Choice of a new generation? It’s not Pepsi…

Oatmeal brand Better Oats has taken on Pepsi Cola’s old tagline “Choice of a New Generation”, after PepsiCo opted to let its rights to the slogan expire six years ago.

Better Oats’ parent company MOM Brands (formerly Malt-O-Meal) has called its new advertising campaign a David vs. Goliath approach to marketing. It includes Pepsi’s iconic former slogan – but unlike the cola brand, it will not include any celebrity endorsements. In fact, the company is taking the opposite approach, using word of mouth and social media, and promoting the slogan in an online video made by amateur filmmaker Josh Anderson.

“We’re launching this campaign without a fancy ad agency, celebrity spokesperson, or big advertising budget,” said corporate communications manager for MOM Brands Linda Fisher.

“…Our Better Oats brand is bringing new, younger and more affluent consumers to the instant oatmeal category, and that trend, coupled with our non-traditional campaign, is why ‘Choice of a New Generation’ tagline is such a good fit,” she said.

Pepsi last used the slogan in 1991 and let the tagline’s trademark expire in 2006. MOMBrands applied for the trademark on the slogan in 2009, just before it introduced the Better Oats brand nationwide in 2010.

The biggest oatmeal brand on the market – and Better Oats’ biggest competitor – Quaker Oats, is also owned by PepsiCo.

MOM Brands released its online video showcasing the repurposed slogan, via Facebook, YouTube and a dedicated microsite, ChoiceOfANewGeneration.com.

Click here to view the video.

No one from Better Oats responded to a request for further comment prior to publication.

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