Most of the time, I’m a pretty “go with the flow, don’t really bother fighting for my rights, wimp” sort of person. I’m not a fan of conflict and tend to let things slide. However: I believe that everyone has a personal battleground and I found mine when I opened my very favorite breakfast cereal and found it adversely altered.
I am a HUGE fan of Lucky Charms. I’ve eaten Lucky Charms for breakfast for the past forty plus years and still enjoy it today. True, I’ve dallied with Captain Crunch, flirted with Tony the Tiger and played patsy with Toucan Sam but I’ve never strayed far from Lucky the Leprechaun. One morning, I opened a new box and, to my profound surprise and disappointment, discovered the marshmallow charms were…smaller? What is this?!
Enraged, I fired an email to General Mills Consumer Relations:
“Dear General Mills:
Since my childhood, I have been a devoted fan of General Mills breakfast cereals and enjoyed starting my day with Lucky Charms. Ah, Lucky Charms: the perfect balance of sugary glazed oats and sweet, multicolored marshmallows. There is a true art to eating this breakfast of junior champions: picking out the oats first, leaving the marshmallows to soften into rainbow ooze at the bottom of the bowl. Nutrition and dessert, magically delicious! At the age of 47, I still choose Lucky Charms as my favorite breakfast cereal until this morning. I eagerly opened a new box, poured the cereal into my bowl and what the HECK happened to the marshmallows??? They’re teeny! They’re puny! They’re at least half the size I remember! And the ooze at the end was pitiful, to say the least. I had to rip open a bag of StayPuft marshmallows to supplement the lack of rainbow sweetness I am accustomed to and greatly anticipate. I do understand in a struggling economy that corporations are doing all they can to cut costs and limit expenses. But, for the love of humanity, do NOT skip on my morning marshmallows! I am deeply hurt and disappointed in your company’s decision to rob me of my morning delight. Be assured I will be monitoring future marshmallow size and looking for improvement.
Sincerely,
Karen Barth, Adult Fan of Sugary Goodness”
I received the following emailed response:
“Dear Ms. Barth:
Thank you for contacting General Mills. Your comments regarding the recent change to the marbits in Lucky Charms are important to us. This is a Limited Edition product event.
We are committed to making a difference in the lives of our consumers. Feedback such as yours is important to the nature of our business.
We appreciate your loyalty and the time you took to contact us. Please be assured that we will share your thoughts with the appropriate individuals.
Sincerely,
Leah Giovanni, Consumer Services”
Less than satisfied with what appeared to be a parental pat on the head, I decided to bypass Consumer Services and go straight to the corporate head. Yes…I wrote to Lucky the Leprechaun.
“Dear Lucky the Leprechaun:
While I appreciate the prompt and courteous response of your staff, I feel compelled…nay, obligated…to write to you directly. It is my firm belief that, as it is your image that appears on the box, you and you alone are the final decision maker and earth shaker of General Mills.
Please forgive the grumblings of a middle-aged woman who suffers from a four-year-old child’s palate but it was quite the shock to discover tiny marbits (“marbits”??) where plump and tender charms had once been. While it is a relief to discover this disappointment is temporary and promotional, it unnerves me to think what other corporate schemes might be in discussion behind closed conference room doors – removing the rainbow colors? Removing the sugary oats and replacing them with ‘honey clusters of tree bark’? NO PRIZE IN THE BOX?
As we are both children of the ‘Old Sod’, I feel a kinship with you and your impish grin. I ask for your continued vigilance over GM’s upper management and guard as sacred the breakfast cereal which has charmed my bowl for over 40 years.
Yours ever so truly,
Karen Barth”
Several months later, I received an envelope from General Mills, containing a letter and a coupon for a free box of cereal:
"Dear consumer:
On behalf of Lucky Charms, we would like to thank you for voicing your opinion about the Lucky Charms Mini-marshmallows. Consumer Services shared your comments with us and we want you to know that we take your comments to heart. Our hope with each new marshmallow event is to bring more magic and excitement that you have come to love.
We were disappointed to hear that you were not pleased with our latest event, the Lucky Charms mini-marshmallows. Because this is a limited-time event, you will be pleased to know that beginning December 2009, January 2010, the regular sized marshmallows will be back on store shelves.
We'll continue to develop more ideas for marshmallow excitement and hope that you're more pleased with our future events.
Again, thank you for taking the time to express your concerns. Enclosed please find a coupon for a new box of Lucky Charms on us.
Sincerely, the Lucky Charms Team."
Everyone has a battleground: mine just happens to be magically delicious. J