Sunday, March 17, 2013

Me Lucky Charms

Lucky Charms is a brand of cereal produced by the General Mills food company. It first appeared in stores in 1964. The cereal consists of two main components: toasted oat-based pieces and multi-colored marshmallow bits (marbits) in various shapes. 

An advertising company suggested marketing the new cereal around the idea of charm bracelets. Thus, the charms of Lucky Charms were born. Lucky Charms is the first cereal to include marshmallows in its recipe. The mascot of Lucky Charms is Lucky the Leprechaun. 

In 2012, Lucky Charms posted its best year ever. 

The company attributes this recent success to a change in marketing. The cereal moves from appealing to just children, towards one that is succeeding with adults as well. Consumers are also able to reminisce with a jingle that hadn't been used in more than a decade: "hearts, stars and clovers" - Lucky's Litany, in this recent national campaign. The company suggests that the jingle contributed to a rise in sales. 

An estimate of 45% of Lucky Charm consumers are adults. In reaction to the campaign to target "nostalgia," new commercials have been created to accompany it. 

A commercial created called "Transportasty" shows a woman rediscovering Lucky Charms at her office. She is then transported to presumably Lucky's magical forest, where Lucky then says, "You're always after me Lucky Charms." She responds to his famous line by saying, "I forgot how good these taste." And good for you, too, right?

 Along with the new commercials, a new Facebook page was also created to have loyal (adult) consumers discuss and reminisce on the changes with Lucky Charms over the years. However, the company is not moving away from kids. A new commercial of kids sneaking into Lucky's magical vault of charms was also created.

Lucky Charms contains:
Oats (Whole grain), Oats (flour), marshmallows (sugar, modified starch/modified corn starch, corn syrup, dextrose, gelatin, calcium carbonate, yellow 5 & yellow 6, blue 1, red 40), artificial flavor, sugar, corn syrup, corn starch, salt, calcium carbonate, food coloring/artificial color, trisodium phosphate, zinc, iron, vitamin C (sodium ascorbic), niacinamide (a B vitamin), vitamin B2 (riboflavin), vitamin B1 (thiamin monontrate), vitamin A (palmitate), folic acide, vitamin B12, vitamin D, vitamin E (mixed tocopherols).

According to the manufacturer, Lucky Charms is 37% sugar by weight. This puts Lucky Charms at the highest end of "high sugar breakfast cereals."

OK all of you Social Media Marketing Gurus out there, let's review:
  • They're Magically Delicious! This tag line is the most famous slogan created for a cereal. 
  • A cereal first launched in 1964 just had its best year ever.
  • They're Always After Me Lucky Charms!
  • The cereal is 37% sugar by weight.
  • You'll Never Get Me Luck!
  • The marketing campaigns were based on magic, cartoons, and kids.
  • 45% of Lucky Charms consumers are adults.
  • There is a rumor that in 2013 they will test market a free blood glucose level testing kit as the "toy surprise" inside.
On this Feast of Saint Patrick, don't forget to start your day with a big heaping bowl of Lucky Charms!  They go great with lots and lots of green beer. And, if you drink a little bit too much today, just think how "colorful" your evening will be!

Happy Saint Patrick's Day!

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