I’ve been a big fan of Shreddies all my life. Simple. Tasty. “Good-good whole wheat Shreddies”. They communicated these characteristics to Canadians for 68 years. Then along comes a campaign that makes me look at Shreddies in a whole new light. That’s the intent at least.
This campaign created by Ogilvy Toronto is interesting for a couple of reasons.
1. After seeing the ad on TV, I knew I was slightly cajoled into believing Shreddies was new. After watching this footage, I fail to understand why a marketer would show how cosnumers behave in focus groups. I appreciate the humor, but it leaves a slight taste of disgust in my mouth. I actually feel bad for these people, especially since Ogilvy’s blog is aimed squarely at the ad community.
2. If a product has nothing new about it, does it make sense to create something new just for the sake of creating something new? Why would Shreddies spend millions on a message the dupes consumers? Why not spend that money educating consumers about the benefits of wheat? The history of Shreddies? A donation to wheat farmers in Alberta or Saskatchewan? Wouldn’t that be money better spent?
