Sometimes a small change can have a big impact

Sometimes a small change can have a big impact

Shreddies are a square-shaped breakfast cereal made up from a lattice of whole wheat. 

First introduced in 1939, they are popular in households across the UK, Canada and New Zealand.  

But like every new product, they eventually became yesterday’s news. 

In 2008, Kraft Foods went to the advertising agency Ogilvy & Mather in Toronto with exactly this problem: their once popular cereal brand had been toppled from its top spot.

However, it wasn’t all bad news.

Although sales were down, consumers were still happy with the product. If the recipe didn’t need changing, how could they make it seem new again? 

The story goes that during one of the agency’s brainstorming sessions, Hunter Somerville, a 26 year-old intern, held up one of the Shreddies, and joked “it isn’t a square, it’s a diamond.”

From that nugget the idea for ‘Diamond Shreddies’ was born. 

This witty campaign is a great case study for demonstrating intangible added value. The idea is clever because it plays with our perception of something familiar. 

There’s often an assumption that for something to be effective it has to make a significant change.

However, as this example demonstrates, the smallest alterations can have a disproportionately large impact. 


Creativity is a vital skill for any company. The ability to solve problems and spot new opportunities is what separates those that survive and prosper from those that fail.

If you’re interested in how creativity can transform your business then pre-register for our upcoming course ‘Creativity for Business’ for more info.




Playing with the scale of your budget

Playing with the scale of your budget

If you can't beat them, join them

If you can't beat them, join them