Diamond Shreddies

I BLOODY LOVE THIS SO MUCH!

From a campaign Ogilvy Canada did for Kraft foods Shreddies cereal. Everyone knows Shreddies, 
I had some this morning which reminded me to blog about this. Shreddies are a bit boring - they are square, they are dry and they are pretty plain tasting and marketing them in a new and exciting way was a tough brief.

Ogilvy and Kraft launched a 'new product' called ‘Diamond Shreddies’ with a massively increased perceived value - simply by turning the Shreddie/Shreddy whatever on it's side on pack.. They actually achieved significant sales of these ‘New’ Diamond Shreddies.

Kraft even did a series of consumer tasting sessions and unbelievably during research many people actually believed Diamond Shreddies taster far superior to the original boring square Shreddies!
Love it.


Ogilvy Diamond Shreddies ad.

This is the whole talk by Sutherland from Ogilvy on Intangible Value which is really interesting...
value? film
Other recent silliness from Fallon London for the new Wispa duo ( two halfs of the same thing in one pack) The bar has a retail price of 68p, which is 18p more expensive than a regular Wispa but for the same amount..


"The light-hearted campaign, created by Fallon, will ask consumers whether they prefer the right or the left of the two bars.
The campaign comprises a mix of outdoor and targeted online activity, starting from Monday.
Additionally, consumers can also go to the Wispa Facebook page to let other Wispa fans know which side bar they favour and to find out if others agree."
John Reynolds Marketing Week.