Diamond Shreddies Instead of Square (+ 3 Focus Group Videos)
Jeremy Gutsche — June 16, 2008 — Marketing
References: diamondshreddies
In perhaps one of the most successful relaunches of a breakfast cereal, Shreddies have been reinvented with nothing more than a simple rotation.
The traditionally-boring cereal came out with a series of hilarious ads that reinvent the formerly-square product as 'Diamond Shreddies'. The re-launch included a series of commercials, packaging and a new product website.
The product website explains the history of Diamond Shreddies, “Recent advances in cereal technology have allowed us to take Shreddies cereal to a whole new level of geometric superiority. One taste and you'll wonder how you've been so square for so long. Welcome to the 45th degree. Welcome to Diamond Shreddies country.â€
This relaunch actually happened at the beginning of the year, but I hadn't realized (until now) that the campaign was based only in Canada.
You know it's a good campaign when you find dozens of people on YouTube create rant videos, including: 'What the f%& is up with Diamond Shreddies,' 'Diamond Shreddies?! WTF!', 'Diamond Shreddies-My Major Concern!', and 'The most stupid Excuse for Money Ever'.
Check out the focus groups:
This guy is the best:
And the ratings are pretty funny too:
The traditionally-boring cereal came out with a series of hilarious ads that reinvent the formerly-square product as 'Diamond Shreddies'. The re-launch included a series of commercials, packaging and a new product website.
The product website explains the history of Diamond Shreddies, “Recent advances in cereal technology have allowed us to take Shreddies cereal to a whole new level of geometric superiority. One taste and you'll wonder how you've been so square for so long. Welcome to the 45th degree. Welcome to Diamond Shreddies country.â€
This relaunch actually happened at the beginning of the year, but I hadn't realized (until now) that the campaign was based only in Canada.
You know it's a good campaign when you find dozens of people on YouTube create rant videos, including: 'What the f%& is up with Diamond Shreddies,' 'Diamond Shreddies?! WTF!', 'Diamond Shreddies-My Major Concern!', and 'The most stupid Excuse for Money Ever'.
Check out the focus groups:
This guy is the best:
And the ratings are pretty funny too:
Trend Themes
1. Geometric Cereal Shapes - There is an opportunity to innovate cereal shapes by using interesting geometries.
2. Humorous Advertising Campaigns - Humorous ad campaigns can be used to revamp traditional products and generate consumer engagement.
3. Interactive Product Websites - Creating an interactive product website can help create better engagement with consumers.
Industry Implications
1. Food and Beverage - Developing unique and innovative cereal shapes can change the way consumers engage with traditional breakfast foods.
2. Marketing and Advertising - Humorous marketing campaigns create brand awareness and consumer engagement that can lead to increased sales.
3. Web Development - Creating an interactive and user-friendly website specifically designed to promote a unique product can build brand awareness and attract new consumers.
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