Monday, May 21, 2012

Choice of A New Generation

In 1984, Pepsi declared itself the “Choice of a New Generation.” Now, 28 years later, Better Oats, owned by MOM Brands (formerly Malt-O-Meal), has picked up that iconic trademark for itself.
Better Oats
In a recent Advertising Age article, MOM Brands stated that it makes sense. “We’re not force-fitting it. Better Oats is the choice of a new generation. It just happens to apply to oatmeal, not cola,” says Linda Fisher, the company’s corporate communications manager. It’s a tagline that fits and allows them to avoid paying a branding agency to create something new. For MOM Brands it’s a win-win situation.

PepsiCo has not used the trademark since 1991 and allowed it to lapse in 2006. That makes it fair game for others to use. However, trademark law could still be on the side of PepsiCo. Pepsi used the tagline in association with Michael Jackson, Lionel Richie, Tina Turner and so many more. If the impact of that campaign has stood the test of time and consumers still associate the tagline with the brand, PepsiCo could claim “residual goodwill.”
Better Oats launched its “Choice of a New Generation” in March with an online video featuring an amateur filmmaker dancing around the kitchen singing about the number of flavor offerings.

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