This is the 30" spot that aired after the billboard launch. (Just in case people didn't see what the trick was.)
The idea was the product, so adhering to the "rules" of cereal commercials was the funniest and most memorable thing we could do.
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.
How do you measure the qualities of Diamond Shreddies? To remind you, these are the real answers to that question.
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.
Part 2 of the Diamond Shreddies campaign.
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.