When Consumers Still Like Your Brand, But Simply Have Forgotten About You.

In 2008, the often known as "good, good whole wheat" Sheddries cereal was losing share by 8% annually. Their traditional advertising had not changed away from the brand image. As the 67 year old Shreddies had been a staple on many Canadian breakfast tables for decades. After conducting extensive preliminary research through focus groups, Shreddies observed that the product was not in need of any innovation. Canadians loved Shreddies for what they were and didnt want the product to change, but still there had been a continuous 8% loss. They realized the target audience had simply forgotten about the brand.

Yet another case where something had to be made from nothing, the essence of excellent marketing. In the Canadian cereal industry, competition had been coming up with many exciting ideas. As one of their biggest competitors, Mini-Wheats, released new flavours and commercials that showcased dancing wheaties. Shreddies had to respond fast and effectively in order to increase their share.

By using the concept of imagery, Sheddries came out with a new product line, "Diamond Shreddies". The idea was, 'consumers like us and don't want us to change' but they weren't excited about the product. By turning the traditional Shreddies on a 45 degree angle, the product became new and exciting through humour and fun. On every box of "Diamond Shreddies" was a significantly noticeable diagram showing the "old" Shreddies (square shaped) and then the "new" Shreddies (same product shaped as a diamond). Canadian consumers laughed at the cleverness of the campaign, while having a nostalgic view of their old favourite product in a new and exciting way.

Canadian humour was very important to Shreddies. When designing the campaign, Shreddies tested it with Canadians who loved the humorous concept, while Americans didn't like how Shreddies thought they were stupid enough to believe the traditional product had changed. 

The commercial reached within Canada cost about $3 million, but the average cereal company would spend about $5 million on advertising new products. By going digital, they had more exposure, got their message out faster, and were able to remind consumers of a brand they loved.