Quaker Chewy

Afterschool Rocks!

The Challenge

To reposition Quaker Chewy Bars as afterschool snack and raise Back-To-School sales.

Our Solution

Quaker and VerveLife created the Quaker Chewy Afterschool Rocks program, which rewarded families who purchased Chewy bars with the opportunity to build and download their Afterschool Rocks soundtrack.

Every time a consumer purchased a specially marked package of Quaker Chewy Granola Bars, they received a unique code redeemable for 2 song downloads from the Afterschool Rocks website. Codes from product purchased at Walmart were redeemable for 2 additional music downloads.

The Afterschool Rocks program gave consumers the opportunity to sign up, log in and create up to 5 Afterschool Playlists from a library of 250 popular and family-friendly songs. Families could sort through the music library based on afterschool themes and activities, build playlists, and share on Facebook.

Additionally, visitors to the Quaker Chewy Afterschool Rocks website could discover exclusive content from the featured artists which included Jordin Sparks, Jason Derulo and Gloriana. Visitors could learn about the artists, watch their exclusive videos about staying active with their families and on tour, and check out artists' afterschool playlists.

Quaker Chewy also partnered with the Afterschool Alliance to help support and raise awareness for quality afterschool programs for children. As part of the Quaker Afterschool Rocks program, 25,000+ programs nationwide received access to additional vital resources.

Highlights

The program not only increased sales in key accounts by double digits.