LUCKY CHARMS

THIS SUCCESS DIDN'T INVOLVE LUCK AT ALL.

Bottom Line:

Help the Lucky Charms brand team get specific information needed to maximize the brand's value while minimizing costs. As a result, the team was awarded the first ever General Mills Productivity Award.

Process:

BrandJuice conducted ethnographies with adults and kids over the morning cereal bowl; we showed up at breakfast with a box of Lucky Charms and a video camera to capture spontaneous reactions, we formed buddy groups so kids could chat in kid language about the cereal, we asked people to create collages to visually describe what Lucky Charms meant to them.

In the end, we discovered that while marshmallows are key to the Lucky Charms experience, the brand team was misinterpreting the magic of the Charms. So they made some changes (sorry, that’s as specific as we can be – Leprechaun trade secret).

And it worked.