I went to an advertising conference a couple of weeks ago. The chairman of Oglivy and Mather, a NY public relations firm, presented a case study of the Canadian cereal, Shreddies. The cereal was taking a nosedive and they needed to figure out some way to boost sales. At a brainstorming session, an intern turned the square cereal 45 degrees and suggested they re-brand as Diamond Shreddies. They did and Canadians loved it! Sales sky rocketed and the intern was offered a job. Supposedly, it's still used as case studies in marketing programs and it won multiple Clio awards (which, to anyone who doesn't watch Trust Me is like the Oscars for advertising) including Grand Clio for the best campaign. 
I personally think the re-branding effort was genuis and it's great to see that there was such a huge consumer reaction to something so simple. Everyone knew it was the same Shreddie, just turned but the fact that they were marketing it as a new product got customer attention and created a huge buzz. And really, isn't that what advertising is about??
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