It's like watching one of my kids graduate from college...
Post Cereals' ingenious "Diamond Shreddies" campaign, first touted here way back in April, was recently bestowed with the title of "Best of The Best" in the Canadian Marketing Awards.
Ogilvy was the Agency of record, but the real hero is Hunter Somerville, a 26-year-old intern at the agency, who was fooling around with some back-of-the-box copy when he was hit with the "tilting" brainstorm.
Better than the accolades though, the real Pow! was this chain of events for the sparkling Shreddies:
- It attracted hundreds of stories in both the traditional and digital media
- It sold out a run of "Limited Edition" boxes in two months
- It increased year-over-year sales of the product by over 18%
Once again, strong vindication for the power of Surprise. I think we'll celebrate at Surprise Central with a bowl or two of the stuff...
