General Mills, Inc.: Lucky The Leprechaun campaign (1965)

Daryl F. Mallett

During the 1950s and 1960s the cereal segment of the food industry virtually exploded with a proliferation of brands, names, and mascot characters.

General Mills, Inc.: Lucky The Leprechaun campaign

Daryl F. Mallett

Overview

During the 1950s and 1960s the cereal segment of the food industry virtually exploded with a proliferation of brands, names, and mascot characters. Each of the cereals had one goal: to be crowned the king of children's breakfast food. With a myriad of cereals being produced under its banner, General Mills Inc. joined the fray with its own cast of mascots. Lucky Charms was launched in 1964, and Lucky the Leprechaun was born the following year. Lucky Charms, with its tiny colored marshmallows—originally pink hearts, yellow moons, green clovers,...

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