Diamond Shreddies 30" TV Spot

This is the 30" spot that aired after the billboard launch. (Just in case people didn't see what the trick was.)

Diamond Shreddies 15" TV Spot

The idea was the product, so adhering to the "rules" of cereal commercials was the funniest and most memorable thing we could do.

Press: Globe & Mail
Press: Globe & Mail
Web video: Benjamin

We tested the campaign exactly the way Kraft would, with real people. They had no idea this was a joke and the only actor was the moderator. We edited 3 web films from the research groups.

Web video: Ratings

How do you measure the qualities of Diamond Shreddies? To remind you, these are the real answers to that question.

Web video: Comparisons

Research typically tries to understand the real differences between products. In our case, the word "Diamond" added taste appeal, visual interest and people were willing to pay more.

Print: New New Old
Print: New New Old
Part 2: The Combo Pack

Part 2 of the Diamond Shreddies campaign.

Complaints Hot Line

These are recordings from the Kraft Help Line when people phoned to complain about the campaign. I include these as a reminder that it takes a strong client to make famous campaigns.

Diamond Shreddies 30" TV Spot
Diamond Shreddies 15" TV Spot
Press: Globe & Mail
Web video: Benjamin
Web video: Ratings
Web video: Comparisons
Print: New New Old
Part 2: The Combo Pack
Complaints Hot Line
Diamond Shreddies 30" TV Spot

This is the 30" spot that aired after the billboard launch. (Just in case people didn't see what the trick was.)

Diamond Shreddies 15" TV Spot

The idea was the product, so adhering to the "rules" of cereal commercials was the funniest and most memorable thing we could do.

Press: Globe & Mail
Web video: Benjamin

We tested the campaign exactly the way Kraft would, with real people. They had no idea this was a joke and the only actor was the moderator. We edited 3 web films from the research groups.

Web video: Ratings

How do you measure the qualities of Diamond Shreddies? To remind you, these are the real answers to that question.

Web video: Comparisons

Research typically tries to understand the real differences between products. In our case, the word "Diamond" added taste appeal, visual interest and people were willing to pay more.

Print: New New Old
Part 2: The Combo Pack

Part 2 of the Diamond Shreddies campaign.

Complaints Hot Line

These are recordings from the Kraft Help Line when people phoned to complain about the campaign. I include these as a reminder that it takes a strong client to make famous campaigns.

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