Lucky Charms Unlocks a New Target at WorldPride Event
As a sweetened cereal in a declining category, General Mills’ Lucky Charms is an off-trend breakfast option, but its colorful activation at WorldPride in Toronto, the largest human rights gathering in the world, was spot on. With scores of Millennials of both LGBT and non-LGBT orientation in attendance, the brand engaged the target audience with a powerful message of love, acceptance, hope and support while unlocking a new target shopper to boost sales.
The hues of WorldPride’s enduring symbol, the rainbow flag, correlate with the colors of the marshmallows found in Lucky Charms cereal. Each tasty little morsel was assigned an emotion that Pride elicited (Supporter, Proud, Empowered, Courageous or Full of Hope), and festivalgoers were encouraged to identify with a color of the rainbow and answer the question, “Tell us why you are lucky to be you.” In the Lucky-branded tent they received product samples along with their choice of placard representing their personal message, which they could share over social media using #Luckytobe. (More than 1.5 million used the hashtag.)
Aligning the Lucky Charms color story to the rainbow flag created strong links between cause and brand. The activation was amplified by more than 1,700 tweets, 3,500 approved photos and 4,600 hashtag posts. Sales of Lucky Charms increased by 12 percent over the previous year’s levels in English Canada where the only additional marketing support change was the #Luckytobe campaign. The brand achieved more than 1.1 million impressions and created 170,000 consumer interactions. Magically delicious.