CHARMOLOGY | Lucky Charms

______________________________________


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














Awards


  • Silver / Cannes Lions / Brand Experience & Activation
  • Bronze / Clio Awards / Social Media
  • Bronze / Clio Awards / Direct