Lucky Charms drops album as General Mills embraces digital channels

Marketing Dive says that General Mills cereal brand Lucky Charms released an eight-song album on Aug. 31 entitled “Magically Delicious,” per details emailed to Marketing Dive. While it is available on all major streaming platforms, the album is being promoted exclusively on Spotify.

Each of the songs on the album represents a different genre, including EDM, country, K-Pop and hip-hop, and they’re all dedicated to one of the cereal’s eight marshmallow charms. In advance of the album, the brand released three songs as singles and let consumers choose a fourth via a poll in General Mills’ Instagram stories. The fourth single was available only on Spotify prior to the full album drop.

Created with creative agency Anomaly, the “Magically Delicious” album campaign is General Mills’ latest effort that embraces an emerging digital channel to reach younger consumers of its long-lasting cereal brands. With the release of the “Magically Delicious” album, General Mills is tapping into a digital channel that has become increasingly central to consumers’ lives, especially during the pandemic. Average time spent listening to digital audio in the US is expected to hit 1 hour and 37 minutes a day in 2022, up from 1 hour and 14 minutes in 2018, per eMarketer.

By releasing songs in different genres, the album could span consumer groups and extend the reach of the campaign. Plus, the playful tone of the music aligns with the children’s cereal. Ann Piper is Spotify’s head of client partnerships in the US:

Whimsy and nostalgia are at the heart of the Lucky Charms brand, and we’re thrilled that they are leaning into the power of digital audio to create something magical.

General Mills also celebrated the 50th anniversary of its Monster Cereal brands last month with a campaign that also featured a musical element, capitalizing on memories of brands that were first launched in the 1970s.