Get Lucas When You Need A Big Idea!

Category: Strategy


Stress Number

Posted on April 22nd, by Eric Lucas in Innovation, New Products, Strategy. No Comments

Feeling stressed? What’s your Stress Number? With the Stress Number™, it is now possible to measure, aggregate, report, and trend a stress metric as it relates to personal health or organizational cost. Now we are able to assess home, work and social stress, calculate the Stress Number™, provide The Oxygen Plan program and re-measure stress for individuals or organizations. The Stress Number™ is a significant development in the field of health metrics.

The Stress Number™ should be used to help individuals and organizations manage health and health care costs – just like blood pressure and BMI.

Because stress in the home or social life impacts employees at work, and vice versa, it’s in employers’ best interest to know the aggregate employee Stress Number™ for their organization and get a line of sight into root causes.



Go-Gurt – Portable Yogurt

Posted on April 21st, by Eric Lucas in Innovation, New Products, Strategy. No Comments

How does Yoplait go from being a perennial also-ran to dethroning Dannon for the yogurt title? BIG Innovation. I broke the (cup) paradigm with packaging to target a new market segment – kids. A new market segment was born with a blockbuster $100+ million business. The rest is history.

Resting on new product innovation laurels is never a good thing. The lesson here was lost – actively seek out the next market segment – BEFORE your competitors (Greek Style, Activia) do.

No doubt, the reinvention of the fragmented and poorly innovated cottage cheese market is taking place now with Greek Style yogurt – without the curds. Think about it. The newly created yogurt segment is the perfect hybrid – leveraging what’s great about yogurt while I improving upon key barriers to cottage cheese (curds, taste, variety, and branding).



Building Strong Girls

Posted on April 21st, by Eric Lucas in Advertising, Innovation, New Products, Strategy. No Comments

When the Girl Scouts of America needed a BIG idea for a national campaign to celebrate the 100 year anniversary. The idea had to capture a century of the organization’s essence – equipping girls with life skills so they could thrive in the world and reach their greatest potential.

The platform had to be emotive, strong and broad shouldered enough to support a bold national promotional campaign, several national sponsors, and supporters – including the first lady.

In three words, Building Strong Girls(TM) quickly and powerfully communicates everything the Girl Scouts have done, stand for, and will do for the next 100 years.



The Oxygen Plan

Posted on April 21st, by Eric Lucas in Advertising, Innovation, New Products, Strategy. No Comments

The Oxygen Plan specializes in decoding stress and helping employers lower health care costs, improve productivity and strengthen employee engagement. The Oxygen Plan, co-developed by Dr. Donald E. Williams, board-certified clinical health psychologist (American Board of Professional Psychology/ABPP), and Chief Science Officer and Founder, Eric Lucas, is the only stress reduction program to use a patent-pending green, yellow, red color coding to easily facilitate stress recognition and behavior change for individuals and organizations. The Oxygen Plan is also the home of the Stress Number™, the new health metric, and first to quantify stress levels.

Employee stress drains $400 billion a year from U.S. employers–yet many organizations do not fully understand the damage stress causes to their profit margins, employee productivity levels and employee health.

Stress is a concern in the lives of people – at work, in the social lives and especially … Read More »



Advertising Age’s Awards

Posted on April 21st, by Eric Lucas in Strategy. No Comments

The Ad Age 2003 Marketing 50 recognized me in their selection of that year’s Best Marketers. The award was in recognition of work that I did as a marketer on General Mills’ Milk and Cereal Bars – an attempt to leverage several familiar cereal brands and liberate them beyond the cereal-milk-bowl paradigm.

More eating occasions for kids and adults was the business imperative.

It was quite an honor to receive the award. Also awarded that year: Lebron James’ Marketing team, Russell Simmons and a personal favorite, Steve Jobs, for his work on new inventions – iPod and ITunes. The world has changed a lot since then. The more it changes, the more there will be winners and losers at the marketing game.

Find out more http://gaia.adage.com/images/random/marketing50_03.pdf.



Fiber One

Posted on April 21st, by Eric Lucas in New Products, Strategy. No Comments

How does a sleepy, $50 million brand with no advertising budget for over a decade become a $500 million business in just four years? Easy. All brands have weaknesses. All brands have strengths too. Leveraging its strength then overcoming the weaknesses was fundamental to the overall plan. First, we had to retool the strategy and find a sharp edge with consumers.The accepted consume belief – people know they need fiber. Every day. They just have NO idea how much fiber they need or the fiber content of more than 3 foods.

Fiber One Original will never win a taste contest. Its strength, or gift, is the fact that it delivers 70% of your daily value of fiber with a mere 60 calories.

The BIG Idea was encapsulated in my Fiber Eureka strategy – tell people about this one stop fiber shop and … Read More »



Lucky Charms

Posted on April 21st, by Eric Lucas in New Products, Strategy. No Comments

Lucky Charms. They’re Magically Delicious. What more needs to be said or done on this brand? 95%+ kids are familiar with this brand. They know it and they love it. So do most adults. Adult consumption accounts for approximately 40% of the sales volume.

With countless store brands and other less expensive brands bidding to steal market share from this 50 year old brand, how do you erect defensive barriers to thwart their efforts?

You bring a little bit of leprechaun magic to the box of delightful marshmallows and give each of them their own special magic power. The powers of flight, speed, to become invisible, etc can only be found inside boxes of Lucky Charms. You change the playing field on the competition and compete on magic. This innovation led to magical sales growth on … Read More »



Princess Fruit Snacks

Posted on April 21st, by Eric Lucas in New Products, Strategy. No Comments

Sometimes the best ideas come from outside. In this case, the idea of a Princess Fruit Snack gave rise to a blockbuster business platform for Disney. “Let’s gang them together and come out with a line of Princess Fruit Snacks for mommy and daddy’s little princess.”

That was not exactly a politically correct suggestion to make to a Los Angeles based company more than a decade ago.

It’s definitely not a good idea that any ambitious Disney employee would/could suggest. Leave it to an outsider who doesn’t know their, or even his own, limitations. “But you don’t understand, they are not really princesses,” was the classic quote from the Disney VP that preceded the really big idea that gave rise to the multi-billion dollar business and phenomena. And they lived happily ever after…



“The Next Power Brand”

Posted on April 21st, by Eric Lucas in Innovation, Strategy. No Comments

Portfolio Management can be an embarrassment of riches. More often then not, it can be rather confusing. Aside from the important glamour brands that receive a wealth of investment spending, what’s an executive to do with the remaining collection of smaller brands? How do you objectively assess their potential to be the next breakout star and rate them?With the business and professional stakes being high, how do you make the most informed decision possible? When a methodology that has been a proven predictor of in-market success is essential, Get LUCAS.