Has Lucky Lost Its Charm?

Lucky Charms has been a General Mills bestseller for decades, but the cereal favorite has been testing different avenues to get recognized.

Recently, General Mills announced via Instagram that 10 boxes of marshmallow-only Lucky Charms will be available for a limited time. Now, all of our dreams have come true. For a chance to  win one of these boxes labeled “the unicorn of the cereal world,”  participants will share a selfie holding an imaginary box of Lucky Charms on Facebook, Twitter or Instagram using #Lucky10Sweepstakes between Oct 14-18. Screen shot 2015-10-16 at 10.54.54 AM

From this contest, it is evident that General Mills is reaching out to Millennials, trying to increase its following and promote its brand via social media. Do you think this is a smart move or will it backfire?

Another Lucky Charms promo follows a “proposal” television commercial. A couple is on a date at a restaurant and the man pulls out a velvet box, his date assumes there’s a diamond ring inside. Instead, there are the five new “diamond” charm marshmallows. The spot ends with a bowl of Lucky Charms but no Lucky the Leprechaun. What demographic do you think they are trying to reach?

There appears to be an array of marketing now pushed to promote Lucky Charms. Do you think the messaging is targeting the right demographic? Should Lucky the Leprechaun get a makeover to attract a different audience? Will Lucky Charms sell more cereal or be left on the shelf?What do you suggest?

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1 Response to Has Lucky Lost Its Charm?

  1. Cassandra Weller says:

    I think it’s smart of General Mills to do the contest to win one of the ten boxes. The day it was announced, my Facebook feed was filled with people sharing the link and dedicating statuses about the contest and how they wanted to win one. I’m not sure how many of them actually participated, but it definitely got people talking. As for the new demographic, I think it’s a good move for the company to target and appeal to an older audience. Attracting kids is easy, but adults is much harder and the use of marriage and the diamond marshmallows was a good start.

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