2/1/2013
General Mills says a forced redirection away from marketing its cereals to children is opening up new opportunities: adults who still act like children.
Its Lucky Charms cereal brand greatly increased its market share last year after General Mills launched an adult-targeted advertising campaign targeting adults who still enjoy kids’ products. “The Lucky Charms story has also got something to do with finding additional targets,” says General Mills’ Ian Friendly. “[We are] advertising a lot of these previously kid-targeted brands to adult [consumers, and] they have very high levels of adult consumption. [This] is true on Lucky Charms [and] true on Cinnamon Toast.”
Source: General Mills, Ian Friendly, EVP/COO Retail, One General Mills Blvd., Minneapolis, MN 55426; 763-764-7600; www.generalmills.com.
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