Adults Should Thank Their Lucky Charms?

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Don’t blame the people at General Mills – these marketing types are near brilliant, and they know exactly what they are doing. An article in Advertising Age showcases the effort on the part of the cereal maker to appeal to the American adult juvenile set.

The percentage of Lucky Charms consumers who are adults has risen to 45%, said Greg Pearson, the brand’s marketing manager.

…”As we’ve finally seen adults [become] this big a part of our consumption, it really felt like the right time to target them directly,” Mr. Pearson said.

General Mills is targeting adults for their cute, little marshmallow cereal, and of course, you’ll note that a selling point is the “whole grains” in the cereal. Still, people have not discovered the travesty of the modern government-industrial-food complex wheat. It isn’t your grandfather’s wheat. But it’s addictive, and these grain and sugar-loaded cereals keep people in the sugar burning mode, needing to eat and snack constantly to stave off what they perceive as hunger. That sells a lot of cereal.

This cereal fantasy world is not a fad; it is a trend. It has become chic to be an adult and be proud of infantile obsessions with childish things, and then brag about it. There is even a facebook page where adults can gather and wax poetically about their favorite cereal and preferred marshmallow shapes. Growing up in a house full of kids, we ate it too, up until entrance to high school. All of us pulled out the marshmallows and left the awful tasting cereal in the box, until Mom threw it away because no one ate the marshmallow-less cereal. Thanks to reader James McPherson for the article. Follow me on Twitter @karendecoster.

6:32 am on December 1, 2012