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Day 42: L for Lucky charms

"You are my lucky charm."I'm sure you must have said this to someone precious in your life or at least someone must have told you that.

Lucky charm !! (Picture Courtesy: Google Images)
We all believe in luck and sometimes believe in the good luck charm, someone or something can bring us. Every culture has its own set of belief system. In the olden days, people believed that it would be good luck to carry a special amulet made out of something specific. For instance, a copper plate, or a scripted brass plate, a bird feather, elephant's tail hair, animal's foot (people believed in rabbit foot) and so on. All these were presumed to bring in good luck to the seeker. The four-leaf clover is also another example. Each one of us have at least one good luck charm that we hold on to. Lucky charm is something that we believe, we use as a title of a book, sometimes like a song lyrics and of course, a brand name. 
Lucky, the Leprechaun (Picture Courtesy: Google Images)
Now, if we look at the brand, Lucky Charms, is one of the top cereal brands in the world, launched by General Mills in 1964. This cereal has toasted oats and marshmallows. These marshmallows are creatively shaped and the oats, of course, is sugar coated. This idea originated when GM decided to maximize their production capacity in addition to their existing Cheerios and Wheaties. Even though the current box of cereals has all different types of marshmallows, they initially launched it with just four types. It is interesting to note that, they had the yellow moon, green four-leaf clover, pink hearts and orange stars (source). Lucky charms had Lucky, the leprechaun as its mascot. The product was aimed at children. This has changed over time and recently their ads focus adult consumers. The sugar high in the cereal is a sure 'red sign' however, it is what attracted the market in the first place. They also added new charms after a long time, as the product evolved to help attract more sales (You can see the tonnes of sugar that went in to these products to attract more market and make soaring profits). The fitting reply for that- add more sugar. They had the horseshoe, blue diamond and many other shapes and names for the marshmallows.  The marketing strategy used was also brilliant. Each of these charms was associated with a special power, like for instance, horseshoe helps speeding up things. How symbolic! Time has gone by and the brand still is popular even after 50 years. The packaging, the colorful marshmallows, high sugar content, happy mascot, the interesting brand name and characteristics along with perfect marketing communications shows how this brand has sustained for such a long time. Probably, the leprechaun is surely their lucky charm!

So, have you wondered what is your lucky charm/s? 
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