brandividual.com

There is just something about this campaign that keeps me interested. Flat out, it’s absolutely brilliant. Over the last few years, I have been extremely observant of new campaigns, messaging and communication tactics, but Kraft Canada Inc. has done something that separates itself. Check out this great spot of real people and their interaction with the new Diamond Shreddies.

Imagine this; a product, a mature product, in a highly competitive industry and up against well recognized and preferred brands. This product is up against the wall. Naturally, a marketing team will ask, “How do we revitalize the brand?” Well, it seems like a simple answer, add flavours, change the packaging, maybe even celebrity endorsements – make people want the product. But someone at Kraft Canada/Ogilvy & Mather thought outside the box; thought unconventional; thought differently.

Developed by an Intern at Ogilvy & Mather, yes an Intern, the Diamond Shreddies campaign has won top honours at the 38th annual Canadian Marketing Association (CMA) awards, beating 640 other entries for CMA’s Best of the Best Award and has garnered the prestigious 2008 Grand Clio for best integrated campaign.

Now, do you want to know what’s even more amazing? After the campaign had run nationally for a month, Shreddies’ sales were up 18% over the prior year.

Creative thinking works; unconventional, out-of-the-box marketing works. This is the perfect example of an organization that quickly turned a mature product into a market titan. It defines, making something out of nothing. Find out more and vote for your favourite (Diamond or Square) at www.diamondshreddies.ca

Congratulations to all who were involved. Congratulations to the Intern who stood up and delivered his or her idea. Diamond Shreddies has been awarded brandividual.com’s first 5 billboards out of 5.

Are you as impressed as I am? Do you believe the hype is sustainable? Why do you think the campaign was able to increase sales? Have you went a purchased the new Diamond Shreddies? Should the Intern get all the credit? How do you define “making something out of nothing?

Good (5 Billboards out of 5)

Best,
Adam Vespi
Founder, brandividual.com