Re-branding Shreddies

[Kevin Lee]

Do you think Kraft's new marketing campaign of "Diamond Shreddies" is brilliant or just plain bad? Check it out the brief video here:
http://diamondshreddies.ca/

If you ask me, it's weak because all they've done is tilt the piece of cereal and the person who came up with the rebranding message should be fired. It doesn't entice me to run out and buy some to eat. Moreover, it's taken many years to brand "Shreddies" as a square shape in consumers' minds, so the change in my opinion will actually hurt their sales in the long run.


http://www.tribemagazine.com/board/show ... p?t=142721

[ChrisH]

Do you think Kraft's new marketing campaign of "Diamond Shreddies" is brilliant or just plain bad? Check it out the brief video here:
http://diamondshreddies.ca/

If you ask me, it's weak because all they've done is tilt the piece of cereal and the person who came up with the rebranding message should be fired. It doesn't entice me to run out and buy some to eat. Moreover, it's taken many years to brand "Shreddies" as a square shape in consumers' minds, so the change in my opinion will actually hurt their sales in the long run.


http://www.tribemagazine.com/board/show ... p?t=142721

Its kind of like the Super Bowl commercials - I have to wonder, how did someone get paid for coming up with that idea?????

Doesn't it seem that commercials used to be better? I used to look forward to the Super Bowl commercials because some of the year's best ads aired for the first time during the game - that certainly doesn't seem to be true anymore.

Chris

[Kevin Lee]

Its kind of like the Super Bowl commercials - I have to wonder, how did someone get paid for coming up with that idea?????

Doesn't it seem that commercials used to be better? I used to look forward to the Super Bowl commercials because some of the year's best ads aired for the first time during the game - that certainly doesn't seem to be true anymore.

Chris

Hi ChrisH,

For those of us who live in Canada, we don't even get to see any of the "better" ads that are only aired in the US.

However, when I finally got a chance to see the much hyped "Justin Timberlake Pepsi Stuff" commercial, I was greatly disappointed.
http://www.youtube.com/watch?v=6dprQVQ3wOU

It's not funny and there's no "buzz" factor other than using Justin's celebrity status.

[ChrisH]

I'm almost ashamed to say that I actually "got" that commercial before the end. It was still stupid and I expected better from him and Pepsi, but at least I got what the ad was trying to say. There were a couple that I have no idea what the real point was. If you don't get the point and if you remember the cute commercial, but forget what it was promoting -- it seems the advertising people aren't doing their job. Yet, they still get paid - hmmmmmm

The Victoria Secret commercial was really weak. But, the Clydesdale commercial was great - that was my favorite by far.

Chris

[OmnivoreInk]

I'm almost ashamed to say that I actually "got" that commercial before the end.
Chris

I didnt like most of the commercials, and actually found a couple rather offensive. (The one where the woman, deliberately made up to look EXTREMELY ugly, causes all men's head to turn in lust because she's rubbed cashew nuts on herself instead of perfume....)

[jvprosperity]

Yeah Barbara that commercial was no fun.

The shreddies one caught my attention only because it was so simple in it's rebranding that i think it's amazing.

Are they planning on getting the younger generation - why? I've heard kids talking about the new "diamond" shaped shreddies in the subway.

it goes to show that sometimes a simple shift in point of view can revitalize something.

What in you business are you currently offering that you can look at in a different way and either serve a new market or provide a new value?

[Kevin Lee]

The shreddies one caught my attention only because it was so simple in it's rebranding that i think it's amazing.

Are they planning on getting the younger generation - why? I've heard kids talking about the new "diamond" shaped shreddies in the subway.

it goes to show that sometimes a simple shift in point of view can revitalize something.

Hi Andy,

While rebranding Shreddies as being "diamond" shaped has definitely grabbed the public's attention, how will this translate into an increase in sales? I ask this because as a consumer and fan of nutritious cereals, I can't see the "perceived" benefit of a diamond shaped cereal in their marketing campaign. Is a diamond supposed to be a better tasting shape than a square

If Kraft spent millions and years to make the Shreddies brand live in customer's minds as a square... then why throw it all away?

For instance, look at how the "new" Coca-Cola flavor failed and they had to bring back Classic Coke.

In addition, remember what happened when the music artist Prince decided to change his name to his "logo"? And then he changed his name to "The artist formerly known as Prince"... but at the end of the day, we all know and still recognize him as "Prince".

My money is on the fact that Shreddies will go back to being a square shape in no time.

[jvprosperity]

Kevin,

Your probably right and Shreddies may go back to the "square" but it was a good quick injection in the media to get people talking about it again.

Also by changing it to a diamond - they made the brand fun again. Even if the go back to being "square" (lol) people will remember the day they briefly went into a diamond.

I'm not a cereal eater but as I was saying before it got the younger generation talking about such an old boring brand again.

[Kevin Lee]

Also by changing it to a diamond - they made the brand fun again. Even if the go back to being "square" (lol) people will remember the day they briefly went into a diamond.

I'm not a cereal eater but as I was saying before it got the younger generation talking about such an old boring brand again.

Well I guess "squares" are seen as being boring, yet I'd probably associate "diamonds" with prestige or quality rather than fun.

If you ask me, Kraft should've just put a picture of NBA star Chris Bosh or LeBron James on their boxes of Shreddies to rejuvenate their brand and appeal to a younger generation. I still remember the time when Kelloggs put Vince Carter on the box of their Vector cereal and I ate that stuff for breakfast for an entire year during my undergrad, haha!

Celebrity endorsements are often the quick fix marketing solutions

[jvprosperity]

True True - I put on 10 pounds after eating sliced cheese that was endorsed by a wrestler when I was a kid...

A diamond shreddie is a lot cheaper than LeBron James - LOL!

[Kevin Lee]

True True - I put on 10 pounds after eating sliced cheese that was endorsed by a wrestler when I was a kid...

A diamond shreddie is a lot cheaper than LeBron James - LOL!

During the press conference to promote UFC 83, UFC President Dana White starts off by talking about how sponsors are tripping over their feet to get to Canadian superstar Georges St. Pierre http://www.ufc.com/index.cfm?fa=fighter.detail&pid=330 , and how he’s shocked that Georges isn’t on a Wheaties box yet.
http://www.mmanews.com/ufc/MMANews.com- ... Serra.html