The American Gun Industry Pioneered 'Product Placement'

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Learning about failures of famous people can motivate students

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What do you see in the image above? Is it a diamond? Is it a rhombus? Or is it a square, rotated  45°? In 2008, Kraft Foods Canada capitalized on this confusion to revitalize a 78-year-old brand, Shreddies. Sales of this popular breakfast cereal had stagnated. According to a consumer research done in its Canadian market, customers wanted the brand to refresh itself without it changing anything.  How to increase sales of a product that is loved by its customers just the way it is? Kraft Foods accepted the challenge and launched the new & improved Shreddie, the 'Diamond Shreddies'. Hunter Somerville's idea, an intern with Kraft Food's creative agency Ogilvy & Mather Canada, became the basis of this campaign - an 'angular upgrade' to the original Shreddie, devised by a team of 'cereal scientists'.  Diamond Shreddies: Original Square Shreddie rotated 45° Packs of 'Diamond Shreddies' was launched with much fanfare. The ...
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