"Human Energy Crisis"

The article, conveys the impression that there is a new "human crisis" for sustainable energy in America, and PepsiCo's Quaker has step forward to appeal to consumers that they have just fix for this crisis.  Their marketers used a strategic approach by studying moods or state of minds consumers, or what they refer to as the "HUMAN ENERGY INDEX" due to their use of key words such as "#tired and #energized, on social networks like Twitter. 

This caused them to launch their campaign; as suggested in their ads, starting the day off with the "good energy," of any of their oatmeal-based brands, ranging from cereal bars to hot cereal, will provide the energy they need through out the day.  They even went a step further, as per their website, by creating "— Quaker’s Good Energy For Go-Getters —" which suggests that people can "finding energy through good eating choices, exercise, hydration, sleep and managing stress. And while you’re fueling up with Quaker, we’ve pulled together a few tips that can help you hit your good energy groove." I must say that this will appeal to every consumer as we are a nation that is more health conscious.  As a matter of fact Quaker has developed a keiretsu with Mashable, and plans to promulgate quarterly "Human Energy Index" that compiles data from the site.

However, Quaker is not the only company that launched new campaigns.  Competitors such as Mondelez International, known for their breakfast energy biscuits, belVita, Post Foods and even  Kellogg Co has came up with new products to combat the "energy" crisis in America. 

Through their commercials and social networking, it is perceived that these foods, when consumed for breakfast, fill you up, and keep you alert and functioning at the same time; as opposed to a quick, temporary fix from an alternate caffeinated product.  We as consumers are culturally programmed to  try anything that promises to give us a positive outcome, in this case energy, to battle whatever the day brings.


For additional reading:
http://quakerup.com/