I know that this forum is reserved for sports, girls, and Sonic, but I couldn't help myself. This is an actual Canadian brand produced by Post, who decided to have a little fun with their consumers. They "switched" from square Shreddies to diamond Shreddies...and "relaunched" the cereal as a new product from Post - Diamond Shreddies...and people actually believed this was something totally new. The video is 100% real. The campaign was also mentioned on brandchannel.com and has some more videos of the focus groups.