Why Quaker Oatmeal Is Adding Fitness to Instant Breakfast
Hey, you know what would help me exercise more in the morning? A video of 90s fitness dude Mr. Motivator gently, enthusiastically yelling at me while wearing too much (or too little?) spandex. That would help.
Well that's exactly what Quaker Oats' new campaign "Two Minute Movers" is all about.
The series features Mr. Motivator (on the right, in spandex) and Denise Van Outen (on the left, looking like a normal person), leading the viewers through two minutes of "high intensity" training they can do in their own kitchen. Why two minutes? That's exactly how long it takes to microwave a bowl of Quaker instant oatmeal.
The video series was created to help people get into better shape, especially with the influx of New Year's resolutions based around personal health. Oatmeal (a Greatist-approved superfood) and exercise are a winning combo, especially when it's high intensity training to burn fat and improve cardiovascular fitness. But how much good is the campaign actually doing?
Why It Matters
Quaker conducted a survey in the U.K. along with YouGov to learn more about exercise and health habits for the average person. They found that while a majority of New Year's resolutions focused on health and fitness (a combined 85 percent), more than a quarter of those surveyed said they'd already given up on their goals. The obstacles? People wanted a cheap, fast, and easy way to work out without going to the gym.
Two Minute Movers was built to appeal to that demographic. More and more companies are hopping on the bandwagon to bring fitness to everyday life through technology. Even sugary beverage giant Coca-Cola has joined in, creating a special Workout Calculator to measure how much exercise it takes to burn off one can of Diet Coke.
We can take in good faith that these companies care about the health of their consumers, but they're also trying to sell a product. More and more, it seems, health (or "fitwashing") can help both goals.
Is It Legit
Definitely. Is Quaker using health to help sell it's product? Sure it is, but it's also doing it the right way. Quaker, unlike a brand such as Coca-Cola, has always been more associated with a healthy lifestyle. The actual Two Minute Mover program is also surprisingly comprehensive and just a hoot to watch. People who subscribe to the program will get a new, daily video with two minutes of exercises. It's not the most rigorous exercise (the "high intensity" claim is a little variable), and it's definitely not meant to replace a trip to gym. Instead, it's a smart way of both selling some more oatmeal while also adding fitness into the daily routines of its customers. Also, it has Mr. Motivator in neon spandex. Awkward high five!
Would you sign up for Two Minute Movers or does it sound like a waste of time? Sound off in the comments or tweet the author at @zsniderman.
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