Uploaded June 2021 | Updated September 2026, 2 weeks ago
The story of Shreddies is the ideal case study for demonstrating the possibility of creating intangible added value for a brand without modifying the product at all. For those who are unfamiliar, Shreddies is a square-shaped breakfast cereal brand born more than 60 years ago and sold in England, Canada, and New Zealand.
In 2008, Kraft Foods went to advertising agency Ogilvy & Mather Toronto in order to create a campaign designed to return Shreddies to its spot as a leader in the breakfast market. Although sales were not satisfactory, focus groups found that consumers were still happy with the quality of the product itself.
Diamond Shreddies is born.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
This video is used with Creative Commons and Fair Use for Educational purposes only and no claim to copyright ownership.
The story of Shreddies is the ideal case study for demonstrating the possibility of creating intangible added value for a brand without modifying the product at all. For those who are unfamiliar, Shreddies is a square-shaped breakfast cereal brand born more than 60 years ago and sold in England, Canada, and New Zealand.
In 2008, Kraft Foods went to advertising agency Ogilvy & Mather Toronto in order to create a campaign designed to return Shreddies to its spot as a leader in the breakfast market. Although sales were not satisfactory, focus groups found that consumers were still happy with the quality of the product itself.
Diamond Shreddies is born.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
This video is used with Creative Commons and Fair Use for Educational purposes only and no claim to copyright ownership.
