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 this established brand.