Download Shreddies

Shreddies Campaign
By: Evan Ropp, Eric Watkins, and Hiedi Kelso
About Shreddies
• Product of Post Foods
Canada Corp.
• Brand was made in 1950
• Sold in UK, Canada,
Ireland, Germany, and New
Zealand
Pre-Campaign
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Boring
Old fashioned
Tasteless
An adult cereal
They needed to find a way to get people
to think about the 65+ year old brand
again
The Campaign
The Campaign
Campaign Results
• The popular site ``creativity-online.com`` ranked the
Diamond Shreddies campaign ``best in the world`` for a
few weeks.
• Created buzz among:
– Consumers (Facebook groups)
– Marketers & Ad Agencies
– Competitors
• Sales Increased 18% within the first month alone. Growth
has remained steady.
• Generated over 265 press stories covering this campaign
• Multiple marketing awards
Relation to Class
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Humor
Support Media
Integrative Marketing Communication
Internet & Interactive Marketing
Thoughts?
Works Cited
http://vimeo.com/6033227
http://www.postfoods.ca/cereals/post_shreddies/
http://www.mopo.ca/2007/04/video-diamondshreddies.html
http://www.macleans.ca/business/companies/article.jsp?
content=20080507_56414_56414&page=3
http://www.visualtargeting.com/research.html