The Brilliant Diamond Shreddies Campaign

Neil Diamond didn't do ads as a rule, but Nancy Vonk and her team sent Neil a mock-up of a Neil Diamond shreddies box. It became a huge success. The ad's won awards. Television and radio shows did stories on diamond shreddies. Even made the cover of McLean's magazine. Sales shot up 18%. Craft shared the case study with their global organization as a bold new model to emulate. But focus groups said they didn't like the campaign. They said there was no real difference between the square shreddies and the new diamond shreddie. What was shreddies trying to pull? They simply didn't get the joke. And the entire Brilliant Diamond shreddy