Nov 21, 2012 • By

Lucky Charms has adult allure

Lucky the Leprechaun may be little, green and a bit older, but he hasn’t lost his appeal.

Led by mascot Lucky, the nearly 50-year-old Lucky Charms brand posted its best volume year ever in fiscal 2012 – and is on its way to setting a new watermark this year.

It’s “an exciting crossroads,” says Priscilla Zee, the brand’s associate marketing manager, as the cereal moves from one that appeals to kids to one that is succeeding with adults.

Traditionally, about 45 percent of Lucky Charms consumers have been adults, without any efforts to reach that demographic.

But there is an emotional connection between adults and the brand that is being tapped. So the brand completed a market test of a television spot that targets adults.

Consumers also have begun to hear the “hearts, stars and clovers” jingle – Lucky’s Litany – that hadn’t been used in more than a decade.

Adults remembered it, and sales rose.

The “magically delicious” cereal started with four marshmallow shapes five decades ago and has grown to eight today.

But delivering “magic in a bowl” isn’t about more shapes, it’s about taste – and news, such as the multicolored swirled charms that kids and adults will see this winter.

Lucky Charms will also soon launch a Facebook page for adults, joining other fan pages already created by loyal consumers.

Of course, all of the General Mills Big G cereals contain more whole grain than any other single ingredient. That’s significant, because 95 percent of Americans aren’t eating at least 48 grams of whole grain per day as recommended by the U.S. Dietary Guidelines.