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.
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