Branding is more than just fancy logos and catchy slogans. It's about how people perceive your product, the story it tells, and the emotions it evokes. The experience and feelings you create start with the logo but extend far beyond, including elements like product placement on store shelves.
A strong brand can make any product stand out. Let's dive into the fascinating case of Shreddies, a breakfast cereal brand, and discover how clever branding can make you say, "Wow!"
The Shreddies Story
In 2008, Kraft Foods turned to advertising agency Ogilvy, Toronto, to devise a campaign to reclaim Shreddies' position as a leader in the breakfast market. Although sales were lagging, focus groups indicated that consumers were still satisfied with the product's quality.
During a brainstorming session at Ogilvy, a 26-year-old intern named Hunter Somerville joked, “It isn’t a square, it’s a diamond,” while holding up a Shreddie. What started as a light-hearted remark caught the attention of Nancy Vonk, the leader of the creative team, who saw potential in the idea. Thus, the concept of Diamond Shreddies was born.
The Diamond Shreddies Campaign
Diamond Shreddies were not a new cereal; they were the same Shreddies with a fresh twist – a "diamond" shape. The playful rebranding included ads featuring a "Combo Pack" that humorously claimed to contain both "square" and "diamond" Shreddies. They even staged mock focus groups where participants claimed that Diamond Shreddies tasted better than the square ones. The campaign's website jokingly touted "groundbreaking cereal technology" that made their Shreddies "geometrically superior."
The Results
The rebranding effort was a resounding success. Shreddies' market share skyrocketed by 18% in the first month alone. The creative rebrand generated buzz and significantly boosted sales.
The Shreddies story exemplifies the power of branding. Even without altering the product itself, a creative rebrand.
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