Shredded Wheat

The words “Post Shredded Wheat” don’t scream innovation. In fact, it’s been the same old dusty product since its inception 125 years ago. The solution? Turn that perceived weakness into our proudest achievement. In a world that moves a million miles a minute – often to its detriment – PSW prides itself on a corporate culture that eschews such aspirations and sticks with what works.

We created a fictional CEO to promote our contrarian message through TV, an episodic series, social media, and letters to some of the most respected business publications around.