PepsiCo’s Quaker Oats Company has appointed Brand Central to extend the Cap’n Crunch cereal brand into select merchandise and food categories.
“Brand Central has strong experience extending food and beverage brands into new product categories,” says Amanda Piper, marketing director, Pepsico. “With their knowledge of pop culture trends, we are confident they will help us enhance the lifestyle aspects of the Cap’n Crunch brand with our target consumer,” he added.
Through the partnership, the brand consultancy agency will bring Cap’n Crunch into such categories as apparel, accessories, collectibles and a variety of consumables.
The appointment also comes after a successful collaboration between Cap’n Crunch and street wear brand Kith last year, which included a whole lot of lifestyle products and pop-up shops.
“We are thrilled to extend our relationship with PepsiCo and represent such a well-known, relevant and iconic cereal brand loved by millions of consumers,” said Ross Misher, chief executive officer, Brand Central. “Cereal brands are very on-trend right now at retail and we look forward to partnering with companies for delicious food extensions and fashion forward products and collaborations,” he added.
