General Mills’ Lucky Charms is celebrating its 50th anniversary officially on St. Patrick’s Day, but the lead-up to the celebration will be nearly as sweet as the big day.
Over the course of its breakfast-table history, Lucky Charms’ brand messaging has stayed quite consistent, while the cereal has also changed very little since 1964. “While new marshmallows have been introduced periodically—purple horseshoes in 1983, rainbows in 1992, a ‘sparkling magic mirror’ in 2006—the little leprechaun and ‘magically delicious’ catchphrase have remained pretty constant,” USA Today notes.
The 50-day birthday campaign includes a new commercial featuring pop group Pentatonix singing the brand’s “Magically Delicious” theme song, as well as other brand activations both in-store and online, including:[more]
- Buddy Valastro, star of Cake Boss and Bakery Boss, is creating Lucky Charms cupcakes to be sold exclusively in his four New Jersey-based Carlo’s Bakery locations.
- Custom phone cases featuring Lucky Charms images will be available through a design contest with five fan designs sold exclusively through the Casetagram site.
- Limited edition 50th Anniversary St. Patrick’s Day-themed cereal boxes with all green clover marshmallows will be available at grocery stores nationwide while supplies last.
- “Where’s Lucky?” instant win game starts March 4 on the brand’s Tumblr, with chances to win limited-edition Lucky Charms-branded prizes, including Monster DNA headphones, bracelets, hats, high-top sneakers and skateboards.
— Lucky Charms (@LuckyCharms) February 18, 2014
Fans of all ages—being that nearly half of Lucky Charms consumers are adults, according to NPD’s National Eating Trends—can follow the hashtag #LuckyWasHere to see where Lucky and his charms are popping-up between now and St. Patrick’s Day.
“Lucky Charms fans have always been the inspiration for keeping the magic alive and staying young at heart,” said Nicci Trovinger, associate marketing manager for Lucky Charms in a press release. “Lucky Charms cereal is part of our pop culture and we want to thank fans everywhere by giving back with special surprises and fun for everyone, just as Lucky the Leprechaun has for the past 50 years.”
The campaign is a collaborative effort from Saatchi & Saatchi, United Entertainment Group, Current, AKQA and Cossette.