Marketing: how to make new with old?

Shreddies are breakfast cereals created in 1939 and sold in UK, Canada and New Zeland. In 2006, Hunter Somerville, a 26-year-old intern at Ogilvy & Mather, an ad agency in Toronto, Canada, had a brilliant idea to revitalize the product overnight, without changing it:

The TV commercial, associated with the broadcast of focus groups videos generated a significant buzz for which this campain won a Clio Award in 2008.

After the square cereals, then the “diamond” cereals, Shreddies also launched the “limited edition combo pack” :