When Customers Decide Value, Even the Absurd Works

Picture this: a cereal company staring down the barrel of “ho‑hum.” Shreddies had been around forever in Canada—square, safe, and about as exciting as watching paint dry on a beige wall. Then someone had a gloriously silly idea: what if we just… rotate them?

And thus, Diamond Shreddies were born. Same cereal. Same taste. Same crunch. The only thing they changed was the packaging and the story wrapped around it. But now they were diamonds, baby! Suddenly, consumers swore they tasted fresher, crunchier, even more sophisticated. Focus groups argued passionately about squares versus diamonds, as if geometry had unlocked a new flavour dimension. Sales went up. All because someone tilted a square 45 degrees.

Watch this short 2 minute YouTube video and get a laugh:  https://www.youtube.com/watch?v=tz03r9KUXgM

It’s absurd. It’s hilarious. And it’s brilliant.

The Diamond Shreddies saga proves a point that every business owner should tattoo on their forehead (or at least scribble on a sticky note): value lives in the eye of the beholder.

Customers don’t just buy what you sell—they buy the story wrapped around it. Even if that story is as ridiculous as a rotated square.

So next time you’re sweating over how to add value, remember: sometimes the difference between “ho‑hum” and “must‑have” is nothing more than a playful twist. Diamonds aren’t just forever—they’re also for breakfast.