Here’s a nice example of the use of marketing to create value out of nothing:
A brilliant way to create reconsideration for a 68-year-old brand. Apparently the ‘fake news’ idea of turning squares into diamonds was originally a response by an intern to a client brief to redesign the back of the cereal box. The agency and Kraft realised that the idea was much bigger than that, and things took off from there.
I love the fact that this campaign has been polarising, and that some customers even voted to have the squares back! This was the very neat response to that request:
The agency was Ogilvy & Mather Toronto.
Thanks to Rory Sutherland for the spot!
