Commercials for Lucky Charms Right on Your Kitchen Table

Feb 28

I remember reading cereal boxes over and over as a child. I can’t recall any specific reason why I did it, other than it was sitting right in front of me as I slurped my milk-soaked Shreddies. Back then the boxes touted health benefits, which were apparently interesting enough for me to read over and over and over again. Today, I see my kids equally engaged with their cereal boxes. However, the backside is more likely to be illustrated with quizzes, mazes, and scrambled words than nutritional information.

The cereal box is, in fact, one of the most widely read mediums according to General Mills’ Chief Marketing Officer, Mark Addicks. The average person reviews his or her cereal box 12 times. Not surprisingly, the company plans to further take advantage of this branding opportunity by using the newest digital technologies available to create more interactivity. Very likely, this will be most appealing for the youngest marketing segment – kids.

According to a USA Today article, General Mills is considering the addition of QR (quick response) codes to cereal boxes, as well as creating apps for their top brands. With the use of an iPhone, cereal eaters may be able to point to a logo for some sort of entertainment. Needless to say, the motivation is to provide pure entertainment, not nutritional know-how (not particularly surprising since one of their top sellers is Lucky Charms, a food product that is clearly short on nutritional bragging rights). General Mills and Kellogg’s are eager to look beyond the traditional 30-second TV spots by providing videos and games that can be turned on only inches from your cereal-munching face.

What does this mean for parents? Here are a few of my predictions:

  1. Your kids will beg even harder for the “fun” boxes (think: unnaturally bright-coloured morsels of sugary shapes) as you peruse the grocery aisles.
  2. They will fight over who gets to use Mom’s iPhone to watch the game or video.
  3. New breakfast table entertainment will slow down the morning routine the way television programs have a tendency to do. “Wait – I’m almost done playing this game! One more minute.”
  4. Kids lose yet another opportunity for good old fashioned reading – even if it is back-of-the-box fluff, it’s a nice break from animation.
  5. The brands that health-conscious parents least want their kids to eat will be more enticing than ever to their young ones.
  6. More brand brainwashing for kids during a morning ritual that is typically a wonderful time to chat among the family.
  7. Parents will feel more urgency to teach their children to be critical of videos and games provided by brands.

Okay, clearly I’m not a fan of the interactive cereal box. When one considers the enormous potential of a medium that is read almost a dozen times, it’s hard to fathom that the best we can do is give kids more cartoons to encourage them to eat more sugar-laden cereal. I have an idea: how about an interactive box that encourages kids to study for school, listen to their parents, and eat their fruits and vegetables? Now, that’s a box I’d keep on my table all day long.


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