Recently, Shreddies has come up with a new product and a new ad campaign - "Diamond Shreddies." I thought this was quite clever, considering that this "new product" costs nothing to create and the ad campaign creates quite a buzz. It is definitely a good example of thinking outside the box by thinking inside the box!
They've approached the ad campaign with a sort of satiric homour, showing Shreddies factory workers noticing the Shreddies coming out as "diamonds" and not "squares", which is an anomaly. Also, they have commercials on market research studies, where people compare the old Shreddies with the new Diamond Shreddies and ironically assessing Diamond Shreddies as the more tastier choice.All in all, this new product and new ad campaign definitely caught my attention. It's clever, witty, and maybe one of the cheapest product innovations in a very long time.
P.S. Could someone please confirm that they actually are the same thing as old Shreddies because sometimes when I stare at the Diamond Shreddie, it looks as if the corners are not perfect right angles.
Diamond Shreddies Commercials:
http://www.youtube.com/watch?v=PZeAwpPqnJU
http://www.youtube.com/watch?v=BOuC5jjTZOI&feature=related
http://www.youtube.com/watch?v=FQS_s2zcyBw&feature=related
Diamond Shreddies Website:
http://diamondshreddies.ca/
2 comments:
Diamond Shreddies are the same as regular Shreddies.
The campaign was being planned while I was working at Kraft in the summer. Kraft recently sold off its Post Cereals division to a company with little marketing experience, so it should be interesting to see how the campaign plays out and if they build on it in the future.
I have to say that I've always thought that this was a brilliant marketing strategy right from the beginning.
They obviously aren't promoting a 'new' product, but they certainly are reaching out to their target market to encourage interaction. By having this vote for diamond vs square shreddies, they are allowing the customers to take part in this game, and as a result, they are building (and rebuilding) relationships with the consumers.
I even found myself at the grocery store recently with my mother and said "No mom, wait! I want the diamond shreddies, not the square"
She laughed but picked the diamond ones anyway.
Later I discovered she preferred the "original" square version and bought that one for herself once we ran out.
Another great way to reach out to both the younger generations and the nostalgic, older generations.
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