Quaker Oats Mascot Receives Makeover, Loses His Double Chin
Larry, the Quaker Oats mascot is no longer sporting his trademark double chin after decades of carrying the same look on the boxes, cartons and cylinder based packaging of his products.
The company recently decided to lose the double chin, make Larry skinnier and also given him a younger appearance.
Removing the double chin and thinning out its mascot was important for the Quaker Oats brand as it tries to position itself as a healthy alternative to many of today’s fatty, salty and sugary foods.
The goal of course wasn’t to shock buyers into witnessing changes to Larry the mascot so the firm licensed to make the changes kept them as subtle as possible. Among those changes are the appearance of strong shoulders and a new haircut which highlights his lean neck area. In the meantime his overall “plumpness” is gone as is the mascots recognizable double chin.
Speaking to the Wall Street Journal the company’s VP reveals:
“We took about five pounds off him.”
Quaker Oats could have given Larry a very young appearance but instead decided to keep his crow’s feet present.
Other makeovers for the company include making the color red more important in packaging while clearly showing off the company’s “Est 1877″ date to showcase its longevity in an ever changing marketplace.
Quaker Oats might not want everyone to notice the changes they haveve made on a conscious level when they look at a new Quaker Oats product package but it’s extremely hard to ignore changes when they are made to an iconic piece of Americana.