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 …
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 …
In 2003, there was not an abundance of sites for kids on the web. Certainly, there were a few sites by cartoon equity companies that featured games for kids to play and interact with those characters. They were equity character-centric and less about the kids and their own senses of identity and community. Hence, Millsberry.com …
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 …
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 …
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 …
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 …
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, …
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 …
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 …
Get LUCAS is a comprehensive Marketing
agency specializing in delivering BIG ideas
to drive outstanding business results.
Headed by award-winning Eric Lucas, a retired corporate officer of General Mills with an amazing 20+ year track record, Get LUCAS delivers big agency work with small business hands-on client service. Services include Strategy, Innovation,
New Products and Advertising.