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Objective:
To inform current consumers of the health benefits of the cereal they already enjoy. As well, to change potential consumers’ preconceived notions about Shredded Wheat being your grandparents’ cereal.

With just One Ingredient of 100% whole grain wheat in Post Shredded Wheat, it’s easy to understand what in it. Because Post Shredded Wheat cereal contains only 100% Canadian whole grain wheat, that means there’s no room for any extras like added salt or sugar – just the good stuff!

How it worked:
For over a hundred years, Canadians have known Post Shredded Wheat to be a healthy cereal. ShreddedWheat.ca aimed to answer the question, “What makes it so healthy?”

The main navigation reflects a progressive brand while making content easily accessible and interaction with the site enjoyable. The site serves as a hub for consumers by providing up-to-date health content and nutritional tools focusing on being completely transparent.

It is important to maintain that Shredded Wheat is not only trusted brand for over a hundred years, but also an authority on health and wellness. To achieve this, detailed ingredients information of Shredded Wheat and other competitor cereals are showcased, health articles are provided, Health Check approval is explained, and innovative tools aid consumers in finding more healthy ways and reasons to enjoy Shredded Wheat.

Read Erin Bury’s views on OgilvyOne’s social media campaign for Tassimo.

Thanks for the positive feedback Erin!

Go to Erin’s blog >

This December, a group of global leaders from 192 countries will converge in Copenhagen for the United Nations Climate Change Conference (COP15), one of the most critical environmental summits in recent history.

A large group of media, marketing, tech and creative partners realized that the COP15 event itself needed to be reintroduced to the world. “These things are very wonkish, very in-crowd and they often happen in far away places,” says Freya Williams, a member of the team who works at OgilvyEarth, the firm that led the strategy and creative executions. But if the group could use that far away-seeming city as part of the event’s brand, they felt they’d be able to give it some real-life heft and also create an aspirational place–a state of mind.

A simple play on words using hope and Copenhagen resulted in the creative idea to brand the event as Hopenhagen.

Marketing channels included online, (website, banners, CRM), print and broadcast.

Update: See the recognition from the DMA’s Echo Awards. OMAoG receives a Silver ECHO Award.

On November 7th 2009, TASSIMO is holding a “Smart Talk” event at the  Liberty Grand in Toronto.

Guests of this exclusive event will have a chance to chat about decor and entertaining ideas over coffee, with  speakers Sarah Richardson (host of HGTV’s Sarah’s House III) and Nik Manojlovich (host, Savoir Faire).  It’s an open forum discussion, so the  audience drives the content.  EVERY SINGLE one of the 1,000 lucky guests  will leave with a free TASSIMO machine, as well as a demo kit package  complete with T DISCs, high value coupons and other goodies.  Those  who cannot attend the event in person can always watch the excitement LIVE  on the webcast.  Oh yes, and one of the lucky attendees will also go home  with a brand new Bosch kitchen valued at over $10,000!  Imagine that!  So  check out the website now and register.  All you have to do is fill out the  form and answer a few simple questions.

There are also some other great things to see and do on the new website.
The innovative Augmented Reality demo, for one!  If you’ve got a webcam,  you can try it out for yourself.

It’s actually quite a lot of fun to do.
If not, there’s a great little video that you can watch instead.  Have a  look.  Try it out.

Of course, there are many other facets to the TASSIMO campaign:

The new microsite, the exciting give away and the innovative augmented reality demo are just the beginning.  There will also be DM, online banners, in store videos, POS, sampling, PR, TV billboards etc. etc.  We’re even leveraging  all of the new social media expertise in our agency.

Agency: Ogilvy Toronto

Release Date: 1 October, 2009