Rebranding of Shreddies from square to "new" diamond shape.

In 2008, Shreddies made waves when an Oglivy Toronto intern proposed turning the square cereal on its side and renaming/repackaging it as Diamond Shreddies. The brand developed a new website, promotions and advertising to support its "new" product. The brand sold out four-months supply in two months and boosted sales by 18%.