Plus, the company featured special Snapchat animations of the Loki character Miss Minutes, which are accessed from packaging on a limited edition Loki-themed sauce that—like the God of Mischief—is Sweet ‘N Sour.
“A partnership is most successful when a brand can tell their story and use the built-in equity and fandom of our IP to help do so,” Frank said. “This was the perfect marriage of a storyline that was authentic, and then a cultural offering to consumers that felt eventized and big. You couldn’t miss out.”
Meanwhile, General Mills is once again transforming its Lucky Charms into Loki Charms, as it did for Season 1. This time around, there will be a packaging takeover inspired by Loki Season 2, including lenticular printed artwork that transforms between cereal mascot Lucky and Marvel antihero Loki.
“The first season, it took everyone by surprise, but it was also like, ‘Of course! Why didn’t we think of this sooner?’” Frank said, referring to Loki Charms. “Second season, what we were really wanting to do is, ‘How can we do it bigger, better?’”
The campaign utilized nostalgic creative and brought in influencers to spread the word. Frank said the limited-edition cereal boxes, which go on sale Oct. 6 at 11:30 a.m. PT at Walmart.com, won’t last long.
