Diamond Shreddies – Brilliant
{ March 3rd, 2008 }
It is very rarely that I actually laugh at a commercial. But the “New Diamond Shreddies campaign is sheer brilliance. I have pitched ideas before to companies but I can only imagine the creative team heading into this one.  The manage to keep a very serious tone on all the commercials and it works. For those of you who are not familiar with Shreddies … they are a pretty common sight around Canadian breakfast tables. Up until this campaign they were square ….actually exactly the same …just turned a bit ….They have some great videos on the site of focus sessions ….. quiet funny.    Kudos to the creative team that came up with this.  I am not sure who it is … if you know please let me know.  CheersScott   �
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March 4th, 2008 at 2:54 pm
Rumour has it that this idea came from an intern, which isn’t the least bit surprising!
March 5th, 2008 at 4:34 pm
I hope it did …shows some unrestrained thinking !
March 17th, 2008 at 5:07 am
Funny, yet insanely simple. If it comes from an intern, I’m doubly thrilled by its success!
Thanks for sharing this, Scott, it’s made me smile
Vero
March 27th, 2008 at 12:54 pm
I think Square Shreddies and Diamond Shreddies are the same thing. You could take a square Shreddies, rotate it 45 degrees and you will get a Diamond Shreddies (maybe not as big); nothing that original. Both Shreddies taste the same. They just want to seem more innovative and sell more cereal.
March 27th, 2008 at 2:27 pm
@ Roger,
that is precisely the point of it and in my mind the brilliance of it. there is absolutely nothing different between the “old” square shreddie and the “new” diamond shreddie. Except when they market it as new diamond shreddie.
They didn’t need to change anything just get people talking about it again. The cereal isle is pretty competive these days. It was absolutely done to sell more cereal.
I think it is a fun ad and makes me laugh.
cheers
Scott
March 31st, 2008 at 10:20 am
I don’t think it is brilliant, but it works and that is what matters.
May 26th, 2008 at 3:17 am
The idea came from an intern, but the idea to treat it seriously, do mock focus groups, the billboard etc… Came from Tim Piper of ‘Dove Evolution’. Read Adcritic and you’ll get a better idea of who is behind making this good idea, Great. Personal opinion – the t.v. ad was VERY weak.
June 3rd, 2008 at 7:39 pm
I remember exactly where I was when I first saw this commercial. I remember that because I immediately burst out laughing. The commercial was brilliant; no other way to describe it. It took our perception of modern advertizing, and satirized it. I knew that the company didn’t change anything about the cereal, they just repackaged it and sold it to me in a different way. I had to buy a box, not only because of the ingenious advertizing, but also because it’s a tasty cereal that I hadn’t eaten since I was a kid.
February 3rd, 2009 at 1:19 pm
Roger your dumb……
February 20th, 2009 at 7:53 am
I know that they are exactly the same. They are just turned, that is all. If they were different then the grains would be different. Some people are so gullible.
February 20th, 2009 at 4:14 pm
Jeff, it’s “you’re” not “your”. Also please use one ellipses.
March 19th, 2009 at 4:19 pm
THIS IS A RIPOFF!!!!!!!!!!!!!!!!!!!!!!!!!
Just because you turned it to another side doesn’t mean it’s new, They’re just convincing you it has a new taste. they are playing you as suckers to get more money!
JUST TURN THE DARN THING 45 DEGREES AND THERE YOU HAVE IT. IT DOESN’T MAKE A DIFFERENCE!
March 20th, 2009 at 9:58 pm
OMG!!! do you not realize that they are the SAME THING!!!!!!! The shreddies company has wasted so much money on marketing this product when it is obvious they are just a square turned on its side. Could it be possible that the intern that had the idea was just joking around because this is just insane >: ( I realized that they are just the same thing and I am far younger than any employee of the shreddies company. It tastes different, it is more crunchy, IT IS MORE CRUNCHY MY FOOT!!!! Shreddies was good as it was. There was no need to pull a move like this and embaress themselves. WAY TO GO SHREDDIES!!! And for the record, I have no intention what so ever of trying these “delicious diamond shreddies.”
Thank You
March 23rd, 2009 at 2:59 pm
Can’t advertising be fun? Of course I realize it is the same thing. Call the police someone stole your sense of humor.
March 23rd, 2009 at 3:00 pm
Thanks for the illumination on that …. master of the obvious.
April 9th, 2009 at 12:53 pm
Ok I guess i will have to get the paint by numbers set out and paint it clearly for those who seem to miss the point of this post and the point of the whole campaign.
In my mind the goal of an advertising campaign is to create interest in your product. How do you take a cereal was a staple at many Canadian breakfast tables for a very long time and make it new and fresh? In this case we take a square product and turn it on its side and say it is a diamond. They didn’t change the taste, make it lighter, make it action figure shape …. they didn’t do a thing they didn’t need to it is a great product.
So they built a campaign about them doing research, conducting surveys, taste tests, and have had a lot of fun with it. The very fact that it has generated the talk that it has is evidence that it is working. But they never took them selves too seriusly and realy built a campign around the “new shape” (i have always known that the you only had to turn the square 45 to get the diamond ……..) But that is the brilliance of the whole thing.
……… i am sure this is not the last response.
Scott
August 18th, 2009 at 10:42 pm
Holy shit the square n a diamond is the same fuckin thing.tht comercial Is soo fuckin dumb.