Shreddies: Factory Floor

Description
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The Brief: Make people think of Shreddies again.

Creative Commentary
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Shreddies are a Canadian cereal that look like little brown squares. Which is pretty much how people were thinking of Shreddies: brown and boring. So we reinvented the product to get people to look again. The campaign has 2 TV spots, a print campaign, a promotion, we even redesigned the packaging.

See the rest of the campaign here:
http://meanwhile.wordpress.com/2007/07/12/diamond-shreddies/