Post Shredded Wheat - Progress is overrated

Post Shredded Wheat was a brand in decline, deemed "old and boring" in a changed cereal sector.

Post Shredded Wheat – Progress is overrated

Ogilvy & Mather, New York


Post Shredded Wheat was losing its place in the world. Cereals were getting complicated; the world sought change; and Shredded Wheat had been just plain wheat since 1892. A brand in decline, it was considered “old” and “boring” in a new and exciting world.

It took nerve for such an old brand to question itself. It took even more for it to question the world.

Didn't “old” mean “trustworthy”? Couldn't “boring” imply “simple”?

The food fears, economic turmoil, and political uncertainty of 2008…Was the world new...

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