Brand Wars – Who’d win that fight? Pirates vs. Leprechauns
by Stacy Cohen December 15, 2009In the real world I’d put my money on the one with a hook as a hand, but in the online arena things are looking a little up for the little green guy. Why? Because we’re talkin’ Cap’n Crunch vs. Lucky Charms.
Analyzing the online conversations of these two American cereal staples over the last twelve months, there were roughly 10,300 Cap’n Crunch conversations and 30,800 Lucky Charms conversations. Wow…Really? Yep, and it seems like consumers like to tweet about these sugary bowls of goodness rather than blogging about them – a whopping 61% of the Cap’n Crunch conversations and 54% of the Lucky Charms conversations took place on Twitter.
So what are consumers saying, you ask? A big theme which emerged within Cap’n Crunch conversations was about the cereal cutting up the insides of their mouths.
A theme emerging from the Lucky Charms conversations is about, you guessed it, marshmallows…
Interestingly, both Cap’n Crunch and Lucky Charms conversations occur most often on Tuesdays and Wednesdays.
| Daily Posting Distribution 12.13.08 – 12.13.09 |
||
|---|---|---|
| Post Day | Cap’n Crunch | Lucky Charms |
| Sunday | 13.1% | 12.3% |
| Monday | 14.5% | 14.6% |
| Tuesday | 15.1% | 16.4% |
| Wednesday | 15.5% | 15.9% |
| Thursday | 14.6% | 15.2% |
| Friday | 13.7% | 13.2% |
| Saturday | 13.5% | 12.4% |
Humm, Why? Do cereal companies know about this? Do they care? Most importantly are they listening and paying attention to the posting activity of their consumers? They should. The US breakfast cereal industry is a $9 billion dollar revenue generating machine and ready-to-eat cereals like the two above make up 90% of the total revenue. Cap’n and Lucky, if you’re reading this pay attention…because even if you’re not, thousands of consumers are.
