Diamond Shreddies

One of the most popular breakfast cereals in Canada is Shreddies. Nabisco introduced the cereal in 1939, which is squares made of wheat that resemble the American Chex cereal. But when your product has been around for 80 years, is a success, and the company refuses to mess with the recipe, how do you advertise it? In 2008, Ogilvy & Mather brainstormed ideas, and an intern came up with "Diamond Shreddies" as a joke. It was a good joke, though, and they ran with it. They ran with it much further and longer than any other joke campaign would have, because Canadians loved it. 

Yeah, they loved the new Diamond Shreddies, but Canadians also loved the humor behind the campaign. See, they were in on the joke from the beginning, and that was the genius of it. They bought Diamond Shreddies at the grocery, and later the Combo Pack. And why not? They didn't cost any more than the original Shreddies. Would it have worked in the US? Who knows... there might have been a class action lawsuit. (via Metafilter)