Uploaded June 2021 | Updated September 2026, 2 weeks ago
'Diamond Shreddies' a brand from Post / Kraft Foods launched the campaign to breathe new life into its square-shaped breakfast cereal standard, which is sold only in Canada, Britain and New Zealand; here it has been around for 67 years. Toronto ad agency Ogilvy & Mather developed a TV, billboard and online viral campaign that announced that Shreddies were now in a new, improved diamond shape.
Meanwhile, videos of authentic focus groups conducted by Ogilvy with consumers have been posted on websites, including YouTube and Dailymotion. To Ogilvy's surprise, these real people did not get the joke - they compliantly rated the new cereal on a rainbow scale of colours, named what animal it would be on a scale from an amoeba to an elephant, and definitively concluded the diamond morsels were more flavourful and crunchier than the former squares.
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.
'Diamond Shreddies' a brand from Post / Kraft Foods launched the campaign to breathe new life into its square-shaped breakfast cereal standard, which is sold only in Canada, Britain and New Zealand; here it has been around for 67 years. Toronto ad agency Ogilvy & Mather developed a TV, billboard and online viral campaign that announced that Shreddies were now in a new, improved diamond shape.
Meanwhile, videos of authentic focus groups conducted by Ogilvy with consumers have been posted on websites, including YouTube and Dailymotion. To Ogilvy's surprise, these real people did not get the joke - they compliantly rated the new cereal on a rainbow scale of colours, named what animal it would be on a scale from an amoeba to an elephant, and definitively concluded the diamond morsels were more flavourful and crunchier than the former squares.
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.
