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
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