Packaging For Limited-Edition Lucky Charms Marshmallows Is Just As Magically Delicious

by Rudy Sanchez on 09/09/2020 | 2 Minute Read

Hot cereals like oatmeal and porridge are some of the earliest forms of breakfast, but ready-to-eat cold cereals are relatively new, created and promoted as food that was good for the body and soul—literally. The early pious versions of cold cereal were dense and bland affairs, meals that were more labors of penance than pleasure. As such, many people were heaping spoonfuls of sugar to their corn flakes at breakfast. Seeing his children doing this one morning, Philadelphia salesman Jim Rex was inspired to create a pre-sweetened cold cereal aimed at kids, which inspired another innovation, the breakfast cereal mascot. Since the introduction of Ranger Joe and his Wheat Honnies in 1939, sweet bits of cereal sold by colorful mascots have become the standard.

Editorial photograph

Although the purpose of the candy-like bits that found their way into cereal boxes was to enliven an otherwise boring food, they soon became the star of the meal, inspiring many children to dream of giant bowls full of nothing but freeze-dried, brightly-colored marshmallows floating in ice-cold milk.

Editorial photograph
Editorial photograph

Well, dream no more, kids.

Cereal maker General Mills decided to abandon all pretense and is releasing a limited-edition version of Lucky Charms called Just Magical Marshmallows, the first all-marshmallow offering from the brand. As expected, there are no crunchy oat bits found inside, just the sweet stuff in the bag.

Editorial photograph
Editorial photograph

UK-based creative agency LOVE was enlisted to create a new and unique experience through the packaging that was unlike conventional cereal boxes. LOVE leveraged the familiar iconography, visual assets, the brand’s familiarity, and loyal fanbase to tether Just Magical Marshmallows conceptually to breakfast cereal while letting out enough slack to position the product as a snack consumed beyond the morning.

Editorial photograph

Instead of using a tall cardboard box, LOVE opted for a resealable, metallic foil pouch to reinforce the indulgent, premium nature of the limited-time offering. The color palette and typography are on-brand, but there’s no leprechaun guarding his charms against hungry children found on the bag. Instead of enlarged photos of marbits, the charms get represented by flat, icon-like illustrations with a flat matte finish that elegantly stands out against the metallic green backdrop.

Just Magical Marshmallows will be available this month across the US for a limited time.

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