Adults Should Thank Their Lucky Charms?

Saturday, December 1, 2012

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.

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9 Responses to Adults Should Thank Their Lucky Charms?

  1. Otaddy says:

    December 1st, 2012 at 9:03 am

    I’ve noticed the same trend.  People talk like children (“sammy’s, veggies, etc) because they think like children.

    Likewise at work I see people who have no patience, no ability to concentrate and focus on difficult problems–and these skills are required to be a successful engineer.  

    So why are more and more people behaving this way?  Is it because they have given up on the real world–too much BS, too many problems, etc..  

    PS:  My breakfast was 2 poached eggs on top of cauliflower grits and leftover meat from dinner.  I would say “yummy” but its another juvenile word that I despise!

  2. Karen De Coster says:

    December 1st, 2012 at 1:36 pm

    John! I hate it, too, when people say “yummy”…..good God. Despise adults using that word.

  3. Otaddy says:

    December 1st, 2012 at 2:13 pm

    Well it’s good to know that we hate the same things.  

    For those looking for examples of adults behaving like children, just watch any show on BravoTV. 

  4. Mike Accardi says:

    December 1st, 2012 at 4:47 pm

    I never got the marshmallow in cereal thing. it was always like biting into Styrofoam. Anyone fooled by ‘whole grains’ with the vast amounts of sugar mixed in, is just lying to themselves. But as I say, this is just thinning the herd of those with lesser intelligence. Eat up people!

  5. cory says:

    December 2nd, 2012 at 10:42 pm

    Unfortunately, Mike, those less intelligent people vote, and they demand that you subsidize their food choices, and then, when they are fat, sick and unhealthy, they insist that you pay for their medicare and permanent disability while they ride around in scooters that you paid for.

  6. DavidBrennan says:

    December 3rd, 2012 at 5:13 am

    Mike Accardi,

    Many of the people who fall for the Standard American Diet (S.A.D.) are of tremendous intelligence. They’re simply very trusting people who literally cannot fathom that our good friends behind the scenes of the government and media could be lying so flagrantly to them. (I speak of specific people I know when I say this.)

    However, even if you take the most elementary and selfish view of evolution and you advocate that for mankind….you’re STILL not even talking about that. This isn’t “nature” thinning the herd, but rather evil and malicious elites (predominantly Jewish Supremacists, in my personal opinion) killing them. This is not natural selection any more than dropping nukes on the Serengeti to destroy all the lions would be “natural” selection.

    Speaking for myself, I come from a community largely comprised of intelligent but trusting-to-a-fault European Christians (probably 70% Catholic in my area). Even if we are gullible – heck, even if one has down syndrome or is lame – I still believe all life is sacred, and would never allow myself to wish illness and death on others as you apparently do.

    However evil the S.A.D. is, the wanton sociopathic worldview that so many advocate is worse still, as it causes things like the S.A.D. in the first place.

  7. liberranter says:

    December 4th, 2012 at 11:20 am

    It has become chic to be an adult and be proud of infantile obsessions with childish things, and then brag about it.

    What’s really sickening is to see people of my own age group and older (early 50s on up) succumbing to this trend. While it is true that these people came of age in an era in which traditional notions of what constitutes adulthood first starting coming under full-scale assault, it was not an era that looked up retreat into infancy (something known today as “adultolescence”) with kindness or understanding. In fact, such behavior would have been considered abhorrent. God help us if this is indicative of a “if-you-can’t-beat’em, join’em” mentality.

    Otaddy, I too have noticed the ascendance of the immature in the workplace – most horrifically in the ranks of middle and senior “management.” That any American business manages to remain in business with these creatures at the helm speaks either to the terminal collapse of the socioeconomic order as a whole, or to the fact that total collapse is a slow and delayed process. Either way, we’re screwed.

  8. George says:

    December 5th, 2012 at 9:57 pm

    This talk of marshmallows got me interested. What the heck is it?

    According to Wikipedia:

    Marshmallow…is the modern version of a medicinal confection made from Althaea officinalis, the marshmallow plant.

    confection made from the root since ancient Egyptian time evolved into today’s marshmallow treat.

    The leaves, flowers and the root of A. officinalis (marshmallow) all have medicinal properties. These are reflected in the name of the genus, which comes from the Greek ἄλθειν (althein), meaning “to heal”.[1] In traditional Chinese medicine, Althaea officinalis is known as 藥蜀葵 (pinyin: yàoshǔkuí). It increases the flow of breast milk and soothes the bronchial tubes.[2][unreliable source?]

    Marshmallow is traditionally used as a treatment for the irritation of mucous membranes, including use as a gargle for mouth and throat ulcers, and gastric ulcers.[3] A study on rats concluded that an extract from the flowers has potential benefits for hyperlipidemia, gastric ulcers and platelet aggregation.[4] The root has been used since the Middle Ages in the treatment of sore throat.[5]

    Apparently the young’ns are smoking it in search of a legal high:
    Police:

    Safety Harbor teen smoked legal herbal incense drug before drowning
    http://www.tampabay.com/news/publicsafety/crime/police-safety-harbor-teen-smoked-legal-herbal-incense-drug-before-drowning/1209812

    You can buy Althaea officinalis extract online.

    Marshmallow, I hardly knew thee.

  9. G! says:

    September 26th, 2013 at 12:02 pm

    If I remember correctly, possibly 20 yrs ago, it was “fashionable,” usually via advertisements, for adults to declare that they did not want to grow up to be “old” like their parents. There was a time period where the boomers were told “Those with the most toys before they die, wins.” Both are ridiculous, but the effects are evident in our very sad, warped, “culture.”

    Being an independent thinker today makes one an outlier.

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