A new angle

Sometimes all a cereal brand needs is a new angle.

A stalwart cereal in Canada (and several other countries) is Shreddies, a malt-flavored, whole-wheat square. Post, recognizing that a brand make-over was needed, last year obtained the services of Ogilvy Toronto to develop a creative marketing campaign centered around a fake relaunch of the cereal. Instead of Shreddies as squares, they are now diamonds. The result is new attention and energy for a cereal that had lost much of its luster from 30-40 years ago.

Some links worth noting:

Ogilvy Toronto's marketing of Shreddies

Globe and Mail story of a man who listed one of the "last square Shreddies" on ebay.

Technorati Tags: cereal, Canada, Shreddies, post, marketing, breakfastbowl