You get a diamond shape.

Looking for a way to put a new spin on the 67-year-old Post Shreddies breakfast cereal that had little advertising support in recent years, Ogilvy & Mather made that small turn and, without changing Shreddies in design, formulation, size or any other way, originally launched 'Diamond Shreddies' in Alberta.

This clever idea succeeded in reintroducing the Shreddies brand with excitement, increasing consumer awareness and blogger buzz to result in a 18% sales increase. In that Alberta test in 2007, the launch was associated with a contest whereby consumers had a chance to win a diamond by inputting a code found on the box.

Diamond Shreddies in now being introduced in all other provinces except Quebec and Alberta, arriving in a limited edition bright new package which will be on store shelves in March, and again associated with a contest that allows consumers the opportunity to win one of 10 diamonds by inputting a code found in the package.

The launch is being supported by: television and out-of-home advertising, public relations, online advertising, and viral videos. These latter show actual focus groups discussing Diamond Shreddies, noting that in comparison to regular Shreddies, Diamond Shreddies are 'better', 'more flavourful' and 'crunchier'. (Available at www.diamondshreddies.com, they've been picked up by fans and posted on YouTube!)

Public relations is by Strategic Objectives, Toronto.