positioning, repositioning, brand management, customer engagement, humor, case study, promotion, IMC
Review the activity below or download the PDF student worksheet
- Student Worksheet: Classic Case Study Shreddies Cereal
- Instructor Solutions (Members Only): Classic Case Study: Shreddies Cereal = Solutions
This is a video-based teaching activity – please see videos below.
Student Discussion Activity
Introduction to Shreddies Cereal
Shreddies is a brand of breakfast cereal first brought to market in the 1950’s. It is a plain and bland tasting cereal that only consists of square-shaped whole wheat cereal pieces. It’s general market positioning has been built around providing a good value, simple, nutritious, and wholesome breakfast option.
Sounds a little boring, right? Well, it probably was a dated brand – which leads us to this classic case study. How do you make a boring product a bit more exciting and fun without really changing the product itself? Let’s find out…
“New” Diamond Shreddies
For this classic case study we are going back to 2008 for a “repositioning” campaign that the brand rolled out in the Canadian market.