Turning a product brand 180 degrees, or more like 45 has had some amazing results virally, financially, and intangibly (cool factor). The ‘better’, ‘more flavorful’ and ‘crunchier’ product – according to focus groups, is a hit.

http://www.diamondshreddies.com/

Two thoughts.
1) this execution exposes the failures of a focus group. questions are directed, and the clinical setting makes people compelled to comment.
2) how a beautifully simple concept can make a tremendous impact. transforming perceptions of a product and marketing.

way too funny huh!

concept by ogilvy, PR by strategic objectives.