Lucky Charms Keeps Kids Entertained This St. Patrick's Day

Nearly a year after the onset of the Covid-19 pandemic in the U.S., parades, celebrations and out-of-home activities are still out of reach for families across the country. With that in mind, and to encourage parents and kids to celebrate St. Patrick's Day from home, Lucky Charms launched a new limited-edition cereal alongside several new partnerships with kid-favorite brands. “For generations, Lucky Charms has been synonymous with wonderment and fun, and this year we’re adding even more colorful magic for a special St. Patrick’s Day,” Mindy Murray, senior brand experience manager for Lucky Charms, said in a statement. Top line Lucky Charms created a calendar of activities to keep kids busy for nearly a month, partnering with Hasbro, Cold Stone Creamery and Crocs on different holiday-themed items. Green Milk Turn Lucky Charms—which are pretty self-explanatory—launched in February with a national TV spot showcasing the limited-edition clover charms and paid support across social platforms that includes an AR lens with a green milk lake game. The brand partnered with Hasbro to release a Lucky's CharmWorld by Candy Land board, which can be purchased at Lucky Charms' online shop. Cold Stone Creamery released a gold glitter ice cream and shake in tandem with Lucky Charm, and Crocs crafted themed charms including horseshoes, clovers and blue moons to celebrate the holiday with the brand. Each of these initiatives can be found in promotional content on Facebook, Twitter, Instagram and Pinterest. Between the lines Both Candy Land and Cold Stone Creamery are new additions to this year's virtual holiday celebration. Murray said she's excited for these creative collaborations to "help parents create magical memories with their children." To keep kids busy and parents sane until the holiday on the March 17, Lucky Charms partnered with parenting media platform Scary Mommy to release 17 Days of Magic, complete with St. Patrick's Day-themed at-home adventures, crafts, recipes and games. Day nine features a collaboration with ecard app JibJab to allow participants to send digital greeting cards to friends and family. The brand tapped into influencer networks to promote the activity hub, and emphasized in its marketing materials the ease of each activity for parents—a reflection of the added toll of the pandemic on parents with kids stuck at home. Bottom line The past year has created a need for brands to shift advertising messaging to reflect the unique circumstances of travel restrictions, tolls on physical and mental health and the challenge of making holidays fun at home. Much like Lucky Charms took this year to help parents out with fun distractions for kids, experts are advising brands to take a personalized approach to campaigns in order to appeal to consumers stuck at home.

CPG News

Lucky Charms Is Helping Families Celebrate St. Patrick's Day 2021 With New Brand Partnerships

Treats, games and even Crocs Jibbitz aim to spread the holiday magic and keep kids entertained

Kaila Mathis

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Kaila Mathis