When Hunter Somerville created the world’s first “diamond Shreddie” in September 2006 by pivoting a piece of the waffled whole wheat cereal onto a 45 degree angle, he didn’t have a clue it would inspire a landmark ad campaign destined to spark debate at checkout counters and win fawning accolades within the very industry it parodies-all while selling a truckload of cereal and revitalizing a sleepy brand.
At the time, though, the virtuosity of his cereal play didn’t summon a 'Eureka! moment'. “I thought it was the stupidest, worst idea ever,” he says.
The campaign served up this “new” product by being authentic to the conventions of a new product launch. Shreddies ran a complete 360 plan (TV, outdoor, PR, website, print) with a straight face. The campaign underscores that Shreddies are great just the way they are, with the brand the star of the show.
Launch TV told of a production issue at the Shreddies plant, with company brass turninga problem into an opportunity.
The target has a great sense of humour and we believed they’d enjoy this story from an old friend.
Bonus: Shreddies had mascots years ago 'Freddie and Eddie' one a square, one a diamond. So the fit with the brand was even better given that well known history.
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21 июн 2021
