CHARMOLOGY | Lucky Charms
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Gen Z consumes less cereal than older generations and often skips breakfast, contributing to a decline in the cereal category. Lucky Charms has faced low buyer engagement but has somewhat maintained dollar sales due to a higher price point.
To combat these challenges, we aimed to reverse the cereal decline and boost Lucky Charms sales by targeting a younger Gen Z audience and encouraging them to enjoy the cereal in the morning.
We introduced Charmology, a method that interprets marshmallow patterns in Lucky Charms. Each charm signifies different life aspects—love, friendship, fame, and fortune—combining to reveal fortunes and make breakfast more fun and engaging.
Case Film
