In 2008, Kraft Foods tasked an advertising firm with helping them boost sales of Shreddies, a popular breakfast cereal first introduced in 1939.
During a brainstorming session, an intern quipped that if you rotated the whole grain squares 45°, they became diamond-shaped.
The idea took off, and thus, Diamond Shreddies were born:
The resulting tongue-in-cheek, award-winning campaign led to an 18% increase in market share, all thanks to a joke. And to stretch it as far as they could, the company even offered combo packages of both squares and diamonds!
The Shreddies story provides a wealth of insight:
- Changing people's perspective can be really powerful.
Turning what you make at an angle might make all the difference.
- Good ideas can come from anywhere.
Successful companies listen to everyone — even interns — since you never know where the next brilliant suggestion might come from.
- Play is important in the creative process.
Without an atmosphere that allowed for joking around, Shreddies would have been forever square-shaped.