Lucky Charms

JUST MAGICAL MARSHMALLOWS

Brand Strategy & Design
Packaging Design

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The Dieline
Transform Magazine
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Complex
Trillist
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USA Today
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General Mills needed a new pack design for a strictly limited release of Lucky Charms. We saw an opportunity to turn up the hype by tapping into drop culture’s codes of desirability.

THE CHALLENGE

Lucky Charms have been growing a cult following since the 60s. Dropping more than 40 different marshmallow bits into the toasted oats over the years has helped, making Lucky Charms a cereal with a difference and giving the “marbits” legend status among its devotees. Our job was to carry the magic beyond the breakfast table and into the wider world of snacking.

OUR RESPONSE

We knew the marbits appreciation ran deep. Previous competitions to win limited boxes of all-marshmallow Lucky Charms had revealed the kind of fandom typically reserved for big brand fashion and streetwear drops. We decided to create an irresistibly shiny and new format, Just Magical Marshmallows, that would pique the interest of hardcore fans and hypebeasts alike.

LUCKY FOR SOME

On-pack copy taps into the energy and excitement of the limited release. We wanted to fuel desire across the fanbase and drive intrigue among cool hunters looking for one-off experiences to share with friends and followers.

“The team at LOVE delivered an iconic packaging design that really represents the magic of our brand. The execution is brilliant, and we’re excited to see what our fans make of our new Just Magical Marshmallows!”

Jennifer Jorgensen, VP & Brand Director, Cereal at General Mills

New serve, new charms

The design made a departure from the usual cereal box experience. We left Lucky the Leprechaun standing guard over the classic serve and carried the logotype and charm iconography into a more contemporary and covetable space.

Ramping up the indulgent, premium nature of this limited offering, we created a foil pouch with resealable top to further reinforce the product’s desirability and shareability.

We redrew the stars of the show (a heady mix of new and classic charms), giving them a soft matte finish for added standout against the metallic green background. ‘Hiding’ a rainbow on the underside was our little nod to Lucky.

The Result

The US launch sent the Lucky Charms’ universe spinning. Social media engagement hit over 35 million across Twitter and Facebook, and the initial post on Instagram triggered over 200% more engagement than usual (with no spend attached), making it Lucky Charms’ most-liked post ever. (Cardi B’s Charm worshipping story to her 76.1 million Instagram followers no doubt helped.) The story was picked up across culture, creative and mainstream media.