New Diamond Shreddies
EXECUTIVE SUMMARY
Business Results Period—Test Market | April 2007–July 2007 |
Start of Advertising/Communication Effort—Test Mkt | April 2007–July 2007 |
Business Results Period—National | January 2008–June 2008 |
Start if Advertising/Communication Test—National | January 2008–June 2008 |
Base Period for Comparison | Same Period VYA |
An iconic brand, 67 year old Shreddies had been a staple for decades on Canadian breakfast tables. Historically it had been the flagship of the POST portfolio, but it had been unsupported since 1999 and it was lacking news and relevance.
We also discovered that this wasn't a cereal that needed radical innovation or product improvement. Canadians love...