Shreddies are a Canadian breakfast cereal. They are little squares. To market them they rotated them 45 degrees and called them Diamond Shreddies. From Wikipedia:
In January 2008, the company started a new ad campaign for "Diamond Shreddies" which is just a square Shreddie turned 45 degrees. Since the cereal hasn't changed in any way, the campaign could be described as a meta-joke playing off the frequent improvements and brand extensions of other cereals and similar foods. Regardless of the intentions, consumer reaction to the campaign has translated into a statistically significant sales increase, according to at least one media report on the campaign's success. The campaign won the 2008 Diamond Clio Award for Integrated (i.e. multiple media) Campaign, one of the highest awards in the advertising world.
I saw some of the commercials on YouTube and apparently people thought they could tell the regular and the Diamond apart - some by taste, some by sight. It either shows the power of branding, or the stupidity of people, including this one girl who posted a video to YouTube ranting about how pissed off she was to discover that Diamond Shreddies were just normal Shreddies rotated. I guess she didn't get the "meta-joke."
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