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Lucky Charms is a brand of cereal produced by the General Mills food company since 1964. The cereal consists of toasted oat pieces and multi-colored marshmallow shapes. The label features a leprechaun mascot, Lucky, animated in commercials. ==History== Lucky Charms was created in 1962 by John Holahan. General Mills management challenged a team of product developers to use the available manufacturing capacity from either of General Mills' two principal cereal products — Wheaties or Cheerios — and do something unique. Holahan came up with the idea after a visit to the grocery store in which he decided to mix Cheerios with bits of Brach's Circus Peanuts. An advertising company employed by General Mills and Company suggested marketing the new cereal around the idea of charm bracelets.〔 〕 Thus, the charms of Lucky Charms were born. Lucky Charms is the first cereal to include marshmallows in the recipe. The mascot of Lucky Charms is Lucky the Leprechaun, also known as Sir Charms, and originally called L.C. Leprechaun. Created in 1963, the cartoon character's voice was supplied by Arthur Anderson until 1992. In 1975, Lucky the Leprechaun was briefly replaced by Waldo the Wizard in New England, while Lucky remained the mascot in the rest of the United States. 〔"Waldo the Wizard" the Forgotten Lucky Charms Mascot". http://www.neatorama.com/2015/03/18/Waldo-the-Wizard-The-Forgotten-Lucky-Charms-Mascot/ accessed September 1, 2015〕 The oat cereal was not originally sugar coated. After initial sales failed to meet expectations, the oats were sugar coated, and the cereal's success grew. Piggy banks and plastic watches were introduced as cereal box send-away prizes as a marketing tactic to increase sales. The recipe for the cereal remained unchanged until the introduction of a new flavor: Chocolate Lucky Charms, in 2005. Later in 2012, General Mills introduced "Lucky Charms Marshmallow Treats." Following the product launch, the General Mills marketing department found that sales performed dramatically better if the composition of the marbits changed periodically.〔 Various features of the marbits were modified to maximize their appeal to young consumers. Over the years, over 40 limited edition features such as Winter Lucky Charms, Olympic-themed Lucky Charms, and Lucky Charms featuring marshmallow landmarks from around the world, were created to meet consumer demands. In focus groups and market research, more brightly colored charms resulted in better sales than did dull or pastel colors.〔 Holahan called Lucky Charms a "lesson in creative marketing."〔(【引用サイトリンク】title=Luck (03/14/07) )〕 Currently, General Mills conducts "concept-ideation" studies on Lucky Charms.〔 In October 2012, Lucky Charms posted its best fiscal volume ever.〔(【引用サイトリンク】title=Lucky Charms has adult allure )〕 The company attributes this success to their change in the marketing target. The cereal has moved from appealing to children towards marketing to adults as well. Consumers can reminisce with a jingle that hadn't been used in more than a decade: "hearts, stars and clovers" - Lucky's Litany, in a national campaign. The company has suggested that the jingle contributed to a rise in sales.〔 An estimated 45 percent of Lucky Charm consumers are adults.〔(【引用サイトリンク】title=Single leprechaun, 48, seeks adult companionship; must like marshmallows )〕 In reaction to the campaign to target "nostalgia", commercials were created for the promotion. A commercial called "Transportasty" shows a woman rediscovering Lucky Charms at her office. She is then transported to what is presumably Lucky's magical forest, where Lucky says "You're always after me Lucky Charms." She responds to his famous line by saying "I forgot how good these taste." The commercial met with positive feedback. Along with the commercial, a Facebook page was created to encourage loyal consumers to discuss and reminisce changes with Lucky Charms over the years. However, with this marketing campaign, the company is not moving away from targeting children. A commercial of children sneaking into Lucky's magical vault of charms was broadcast. Later on, two more commercials for adults were made, another instant of a woman enjoying Lucky Charms and being transported to Lucky's forest, where Lucky appears saying his famous quote, as the woman remarks "They're magically delicious!" Then for the 50th anniversary of Lucky Charms, an animated commercial featuring a song about Lucky Charms was aired. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Lucky Charms」の詳細全文を読む スポンサード リンク
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