Quaker Oats icon gets a milk makeover

WASHINGTON — The Quaker Oats man is taking on an unlikely new accessory for fall — the iconic milk mustache. The character — who goes by the name Larry, according to the brand — will be in good company, as he joins an extensive roster of media figures who have donned the iconic 'stache. 

 

The quirky fun is the result of a parternship between America's Milk Cos., dairy farm families and Quaker Oats. It's designed to encourage Americans to incorporate low-fat milk instead of water when making their oatmeal. Finishing it off with a glass of milk for a boost of protein is also encouraged. 

 

Larry and his milk mustache will debut in People magazine's "Best-Dressed" issue, which is expected to appear on newsstands on Sept. 19. Additionally, the image will be featured on Quaker Oats canisters.

 

"Quaker has encouraged consumers to lead a healthy lifestyle for more than 135 years," said Justin Lambeth, CMO of Quaker Oats. "With Larry sporting a milk mustache, families will be reminded to start their days with this ultimate breakfast powerhouse."

 

In addition to the ad in People, the partnership will roll out television and online ads, as well as engaging content on Quaker and Milk Life social media accounts. On-the-pack messaging will allow shoppers to scan the package and unlock recipes. They also will be able to snap and share their very own milk mustache moments. Consumers can use the hashtag #QuakerWithMilk to share these moments on Twitter and Facebook.