How Kraft's Shreddies Revamped Itself Without Changing Anything

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'. 
Packs of 'Diamond Shreddies' was launched with much fanfare. The tongue-in-cheek campaign triggered a widespread debate among consumers who were in o…

How Potato became a European Staple from Once Being Illegal


Why does Unilever's Axe 'Sound' Masculine?

Our sense of sound, sight, touch, taste, self-motion, and smell don't work independently. Professor Charles Spence of Oxford University has conclusively proved the intimate connection between our senses. He is, in fact, a leader in the field of Senseploration - the investigation of how our senses mingle and interconnect. 
Marketing departments and product-design agencies have increasingly started using Spence's findings. In 2006, the FMCG giant Unilever commissioned a study to find whether volume and pitch of the sound from an aerosol affected a person's perception of the pleasantness or forcefulness of the deodorant inside. Based on the findings, the company invested in a packaging redesign for Axe deodorant, complete with new nozzle technology. The underarm spray, which is targeted at young men, now sounds noticeably louder than the company’s gentler, female-targeted Dove brand
See how you score on this sensory test!
Source: Accounting for Taste by Nicola Twilley, The New Y…

How M&M's Became a Force by Not Melting!

M&M's are part of the main operational food ration for the US Armed Forces. The candies have been part of NASA's every space shuttle mission since Columbia 1981 and are also on the International Space Station menu.
Do you know why?
Because the candy "melts in your mouth--not in your hand!" 
In 1932, confectioner Forrest Mars Sr. moved to England and began manufacturing the Mars bar for troops in the United Kingdom. He was looking to solve a key consumer problem of the time before air-conditioning: chocolate bars melted in the heat, so Americans stopped buying them. During the Spanish Civil War, he saw soldiers eating the British made Smarties, a color-varied sugar-coatedchocolateconfectionery, as part of their rations. Mars was thrilled by the unique construct of these candies and knew it to be the perfect solution to the sales slump that hit the family business every summer. He returned to the United States and obtained a patent for M&M's manufacturing proc…

100 Years Ago Sears Sold Cheap Mail-Order DIY Homes!

In 1908, Sears issued its first specialty catalog for houses, Book of Modern Homes and Building Plans, featuring 44 kit-house styles ranging in price from the US $360–$2,890. That's the equivalent of US $9,147-$73,431 today

As Sears mail-order catalogs were in millions of homes, large numbers of potential homeowners were able to open a catalog, see different house designs, visualize their new home and then purchase it directly from Sears. Sears reported that more than 70,000 of these homes were sold in North America between 1908 and 1940.
In late 1918, Sears conducted a “race,” building two houses, a Sears Honor Built the pre-cut kit home and an identical house with no pre-cut lumber. The pre-cut Honor Bilt Rodessa was the easy winner in this race, with 231 hours to spare (compared to the stick-built house). 
Today, those two houses are still standing side by side as Sears struggles to survive the retail revolution brought in by the likes of Amazon. 
Check out the Sears homes that a…

How Brand became a Legit Financial Asset

Brands are potent, valuable and rare. Successful brands drive consumer loyalty, creating long-term economic benefits and confirming with the definition of an asset. However, as late as the 1980s accountancy was unable to accommodate these assets. 
In 1984 News Group, the Australian flagship company of Rupert Murdoch's worldwide publishing empire decided to take pre-emptive action to correct this accounting anomaly and included a valuation for ‘publishing titles’ in its balance sheet. News Corporation did this because, being an acquisitive company, it had to find a way adjust its acquired "goodwill". Following the accounting standards of the day - deduct acquired goodwill from shareholder equity - would have ravaged the corporation's balance sheet. Thus, News Group reduced the acquired goodwill by treating the brands as acquired assets. 

Following the lead of Rupert Murdoch's News Corporation, the British Bakeries and foods company, Ranks Hovis McDougall, valued it …