'Diamond Shreddies' - The Intangible Value of Advertising
Channel: Anthony Kalamut
Date: 2021-06-23

Rory Sutherland presented this excerpt in his TedTalk (Link Below) where he described on of the most perfect case of creating intangible, added value, without changing the product in the slightest. 

Shreddies is a strange, square, whole-grain cereal, only available in New Zealand, Canada and Britain. A young copywriter named Ogilvy Canada called Hunter Somerville working out how you could re-launch Shreddies. He came up with this unique play on the existing product. A simple view of the product at a 45 degree angle invented the 'Diamond Sherrdie'. A debate raged and unsurprisingly, there were those who actually resented this intrusion. So, eventually, the manufacturers actually arrived at a compromise, which was the combo pack.

Quirky? Yes. Successful? Absolutely.

NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.  

This video is used with Creative Commons and Fair Use for Educational purposes only and no claim to copyright ownership.