Monday, March 03, 2008
I was driving down Fairville Blvd a few weeks ago and I noticed a billboard with "new Diamond Shreddies". Hunh, I said. I wonder if they made them frosted or less soggy in milk or something. Since the billboard didn't tell me anything (and I hadn't yet seen the TV ad), I said I'll have to look that up on the Internet later.
I mentioned it to my mother, who told me she'd seen the TV ad multiple times and it looked like they'd just turned Shreddies on their side. I said they must have done something different with them to be using this marketing campaign. The funny thing is, they didn't.
Once I watched the TV ad and visited the website, I immediately saw that it was a clever marketing campaign. A great way to get people interested in a product that has been around for a long time and hasn't changed because it doesn't need to. It actually got me to thinking that I should buy a box of Shreddies since I haven't had some in a while -- exactly what they want me to do.
There are a number of bloggers/comments out there who just don't get it. They're frustrated by the fact that the company is "lying" to us and there's not really anything different about it, totally missing the point of the campaign. One comment even suggested that some people might get so upset about this campaign that it may result in boycotts. Come on. People who buy Shreddies regularly will continue to do so, and people who may have forgotten about Shreddies might buy a box now, after being cleverly reminded to look for the product the next time they're in the grocery store. It's brilliant, really.
I also learned some interesting things about Shreddies while I was looking around. Shreddies started in the UK, and there they also come Frosted and Coco (I bet those would be yummy). Kraft Foods has the trademark rights for the US, but Shreddies are not marketed there. UK boxes of Shreddies used to feature Tom & Jerry.
I miss Honey Shreddies, as I didn't have to add sugar to my cereal because the "honey" flavor gave it the added sweetness I like. From what I can tell, it's still being produced, but I haven't seen it in grocery stores around here for a while. I may have to do another product request.