Innovation’s Not For Everyone

Like Post Shredded Wheat, who is blatantly shunning innovation, with a campaign that has the tagline, “We Put the ‘No’ in Innovation.”


Although I recently blogged about this and included a New Yorker  article about how Post lost the cereal wars during the Great Depression, innovation’s not for everyone.

 “There’s been a marked change in American values, with a greater desire for honesty, trustworthiness and security during a time of economic and societal uncertainly,” Kelley Peters, director of integrated insights and strategy for Post Foods, tells Marketing Daily. “Post’s marketing messages underscore that Shredded Wheat has always been a simple, honest brand, and one of the healthiest foods on the grocery shelf.”

Maybe there’s something to this – that in an age of uncertainty, people like to know that there’s some stability out there. You Can Rely on Shredded Wheat. When marketing adopts “Depression Chic” and makes everything all dustbowl and newsboy, what else would you keep in your pantry?

If you have a pantry.

If you have a house in which there is a pantry.

Boy, what a RISK!


One response to “Innovation’s Not For Everyone

  1. NY Times’ Stuart Elliott made it onto the front page today with his column about ads channeling consumer rage. The Post ads are discussed:

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