Charmology

Turning every bowl into a magical fortune

Cliente

General Mills

Escritório

New York
United States

Lucky Charms rekindle its magic for a new generation by merging the nostalgic charm of its cereal with the modern allure of astrology. Dive into the enchanting journey of Charmology and see how we turned marshmallows into a magical experience.

For decades, Lucky Charms cereal has delighted kids with its “magically delicious” taste. However, as these kids grew into Gen Z adults, the brand began to lose its relevance. The challenge was clear: How could Lucky Charms reconnect with Gen Z, a demographic that had seemingly outgrown the cereal?

We discovered that while Gen Z might have outgrown kids' cereal, they haven't outgrown their love for a bit of magic, particularly when it comes to astrology. Astrology, a billion-dollar industry and a major trend on social media presented the perfect opportunity to re-engage this audience.

To get Gen-Z to eat Lucky Charms once again, we got them to read it. Literally. We teamed up with renowned psychic and influencer, Aliza Kelly, to create Charmology, a new divination practice interpreting marshmallow patterns in a coral bowl. This innovative idea transformed eating Lucky Charms into a mystical experience, where each marshmallow held a unique meaning and their combinations wove together personalized fortunes.

We launched Charmology with live reading sessions on social media every morning, inviting viewers to shop directly and perform their readings at home. Through a mobile experience, consumers could enjoy Aliza’s interpretations, turning their bowls of cereal into a fortune-telling adventure. Each visual element drew inspiration from astrology, featuring vibrant colors and dynamic designs that highlighted the charms, enticing viewers to explore the mystical world of Lucky Charms.

The campaign was a magical success, generating an impressive 4.9 million impressions per session, with an average engagement rate of over 53%. Most importantly, Lucky Charms saw a 37% lift in sales, proving that the blend of nostalgia and modern magic was the perfect formula to win back Gen Z.

Num relance

4.9MM

Impressions per session

Num relance

+53%

Average engagement

Num relance

+37%

Sales lift

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