Quaker Oats is shifting the target demo for its signature products to under-35 mothers with a new campaign via Energy BBDO, updated packaging and display designs, and even a modernized look for "Larry" the Quaker man. The PepsiCo brand is targeting young moms because "their affinity to the brand was very much rooted in memory. But they weren't to the point where they said, 'Quaker is my brand,' " says Justin Lambeth, chief marketing officer.