In this article:
- General Mills is gaining musical presence via an album ascribed to the Lucky Charms leprechaun mascot.
- There will be eight songs, corresponding to each marshmallow shape in the cereal.
- And what’s Pixar got to do with it?
The commercials for Lucky Charms cereal always declared the multi-colored, marshmallow studded cereal to be “magically delicious.” That is now the name of an album attributed to the mascot of the cereal, Lucky the Leprechaun. The album is to be available on all major streaming platforms but it is to be promoted exclusively on Spotify, The Drum reports.
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“Lucky Charms has inspired families to create magical moments together for decades and now we’re bringing families even closer through the power of music,” General Mills senior marketing manager, Mindy Murray, told The Drum.
As the parents are the ones who actually buy the cereal for the household, the album has them in mind as the target audience for the songs, as well. The Drum shared one example, that of Clover Jig: “Hold up, wait a minute / Let me put some clover in it / Hold up, yeah you feel it / Got good luck, that clover did it.”
Ann Piper, Spotify’s head of client partnerships, US Vertical Team, was also quoted in the article, observing, “‘Whimsy and nostalgia are at the heart of The Lucky Charms brand and we’re thrilled that it is leaning into the power of digital audio to create something magical – even if that means The Clover Jig will be stuck in your head for days.’”
So we have the combined power of memorable music and nostalgia coming together to reinforce loyalty for a brand. The targeted parents likely remember the cereal from their own childhood and like to feel like a kid again when listening to the branded music. And taking the adults into account when making the music is of course a play from Pixar’s book – where the film and its soundtrack are only as good as they are beloved by both parents and kids.