Gen Z eats cereal less than older audiences. Often opting to skip at-home breakfast altogether. We were seeing category declines across multiple breakfast categories - with cereal experiencing some of the largest declines.

When our Gen Z audience wakes up, they’re focused on the future. They’re prepping for the day ahead but also looking to the future.

This quest for guidance on the future has turned astrology into a multi-billion dollar industry. And Gen Z is using it from everything from their stocks to their love life. As digital natives, this morning preparation happens on their phones.

Charmology is a first-of-its kind divination method that interprets marshmallow patterns visible in a bowl of Lucky Charms. From love and friendship, to fame and money, and of course luck, Each charm has a meaning, and the connections between them tells your fortune.

Case Study



Silver / Cannes Lions / Brand Experience & Activation