Has anyone been following this campaign from Post Cereal’s (Kraft) “New” Diamond Shreddies? They are actively promoting the fact that Shreddies now have a new diamond shape, which is actually just their old shape – rotated by 45 degrees. Good, Good whole wheat irony.
I actually think this is a cleaver campaign and is successful through its high level of commitment. They have gone to great lengths to go support the joke behind the spot, inlcuding changing the packaging and name from just “Shreddies” to “Diamond Shreddies”. Somewhat funny, and certainly self-deprecating from a marketing perspective – it stands out.
Is there actually some seriousness to this campaign? Is Kraft chosing a creative way to get people talking about a re-branding strategy?
What I wonder is what will will happen when the campaign ends? Is Kraft going to stick with the “new” name and shape. I wonder what you think they should do 6 months or 12 months into this campaign?
(This is a spot is coming out of Toronto’s Ogilvy Office, and their blog says that while the moderator is an improv actor, the people in the focus groups are real)
