Its the smartest and most cost effective reminder ad. And its funny. The brief was simple: Make people think about Shreddies again. The idea came from an exercise of redesigning the back of the cereal box," says chief creative officer Nancy Vonk. "We gave the task to a lowly summer intern Hunter Somerville. His joke idea--make the back look like the front of a new bogus product--was quickly seen as a bigger idea that could become a 360 campaign." Whatever happened to the Intern later on is history.
The execution was clever as well. People were called for focus groups to discuss which was better the new diamond shreddie or the old square and boring! Watch the ads at the link below.
Pepsi and coke who spend millions on celebrity endorsements for their reminder ads should learn from it!
