Lucky Charms is one of America’s most loved breakfast cereals. Lucky is a clever, playful and mischievous leprechaun – the brand’s iconic character.

Marvel Studios’ Loki features the God of Mischief as he steps out of his brother’s shadow, in a new streaming series that takes place after the events of Avengers: Endgame.

Lucky the Leprechaun and Loki are similar in that they are both mischief-makers who happen to don green and gold, so fans began to draw parallels between the two characters and create their own “Loki Charms” memes for years.

With the debut of Loki’s Disney+ series on the horizon, Lucky Charms and Marvel Studios saw this as a high-profile opportunity to make fandom’s memes into a reality, bringing together two iconic brands and building cultural relevance in new and interesting ways.

Introducing Loki Charms – they’re mischievously delicious! We let the iconic God of Mischief take over our Lucky Charms cereal. Playing off the wordplay of Lucky Charms and the new streaming series, Marvel Studios’ Loki, we created a limited-edition cereal box called ‘Loki Charms’.

Loki Charms were seriously exclusive and were not available in grocery stores. With only 3,500 boxes available, the special green box cost $8, and was secured through a dedicated micro-site, MischievouslyDelicious.com.

Completely taking over the Lucky Charms box in a brand transformation, our fan-inspired idea created major pop culture buzz.

To drive excitement, we planned a presale, which was available to the first 1,000 customers. We know how important inside knowledge and exclusivity is to fans, so we developed a game to unlock early access to the site using a Loki-inspired magic encryption password that only true super fans would guess.

The product drop synced with the Disney+ debut of Loki’s new original series, creating a launch moment we could leverage with both our and Marvel Studios’ fans – and they went wild over the clever collaboration.

We transformed our box design with fun tributes to Loki, including a reimagining of the Lucky Charms catchphrase: “They’re magically delicious” became “They’re mischievously delicious.”

We kicked off with a fun animated disruption of a traditional Lucky Charms spot that showcased Loki’s box takeover, which we then shared on all our social channels.

We then opened access to fans who successfully cracked the code from our pre-launch teaser to the shoppable page to purchase the box. General public access was opened a few hours later.

To continue the buzz, we surprised select influencers with our special edition boxes of their own.

Mainstream news outlets of all sizes picked up the story.

Featured on major late-night TV shows in the USA, such as The Late Show with Stephen Colbert and Tonight Show with Jimmy Fallon.

We got over 782 million social and media impressions in one week.

We sold out 3500 boxes within seconds.

This collaboration is one of the most successful Marvel Studios promotions ever.