Oatmeal Squares

Sometimes the best solution is the simplest one; especially when you want to reinforce a wholesome positioning. When Quaker Oats introduced their first cold cereal, the name Oatmeal Squares was selected because it identified the new product while maintaining a close connection to the base brand.

The platform name Essentials (first developed by Applebaum for Aquafina and now used in the brand architecture of several PepsiCo brands) suggests the inclusion of important nutrients vital to a healthy lifestyle.