General Mills-owned cereal brand Lucky Charms is in the entertainment business. I’m happy to see the packaged goods brand recognize it and act on it. According to The Drum, Lucky the Leprechaun has dropped his debut album, “Magically Delicious,” which is now available across all major streaming platforms but promoted exclusively on Spotify.
The project also includes a handful of music videos brought to life by Anomaly.
Snappy tunes, professionally produced. Colorful visuals that pull you in kaleidoscope-like. What’s not to like?
By creating something of value—pop music—for the fans of the cereal, this campaign comes enriched. It is also timely, as more people are listening today.
Audio content and audio advertising are more popular than ever. According to research conducted by Edison Research in conjunction with Triton Digital, as of this year, some 57% of US consumers listen to podcasts. Meanwhile, a Digital Media Association study reveals that nearly a third of US consumers use a music subscription service. Such trends represent valuable opportunities for advertisers, who can reach a range of audiences with relevant, targeted messaging on the platforms where they listen. In fact, eMarketer data projects that digital ad spending in audio will jump 16% this year alone.
Given the opportunity, what kind of audio programming do you have in store for your client’s customers?
I once worked at an agency with so many house bands that we decided to make an album featuring the bands. That was a fun project and my first “producer” credit.