Target Features Exclusive Retro Big G Cereal Packaging

Through mid-March, Target stores across the United States will carry five limited-edition General Mills Big G cereal boxes with classic package designs and cartoons from the 50s, 60s and 80s. This year’s packaging was chosen according to a national survey conducted by General Mills asking consumers to select their favorite designs. The top picks were Cheerios (1956), Trix (1968), Honey Nut Cheerios (1984), Cinnamon Toast Crunch (1984) and Lucky Charms (1989).

“Retro is so in right now—whether it’s clothing, cars, games or packaging,” explained Lindsay Backer, associate marketing manager at General Mills, which, like Target is based in Minneapolis. “We've seen great success with this promotion the last few years and continue to build on that with the packaging and promotions offering families fun and memorable breakfast experiences that evoke childhood memories.”

Additionally, consumers were asked this year for their youthful recollections of breakfast cereals, including favorite characters, promotions, prizes, cartoon characters and shows. Many respondents noted rings, submarines and cars as favorite promotions on cereal packages, with most preferring prizes over games. Favorite Big G cereal characters were Lucky the Leprechaun, the Trix Rabbit and Buzz from Honey Nut Cheerios.

Additionally, the package promotion on each cereal box features retro cartoons. After the packages hit store shelves, consumers can go to to view some classic cartoons rekindling memories of breakfasts past. Families can also test each other on historic milestones at the time of the original package introductions, such as the cost of a gallon of gas in 1956 (22 cents!), when the original “Hawaii 5-0” debuted on TV (1968); when the Apple Macintosh was introduced (1984) and the year the Berlin Wall fell (1989).

The promotion marks the fourth year retro packages have appeared at Target locations and is being supported by the retailer through ad circulars, prominent promotional space at store checkouts, blog outreach with retro trivia contests, and nationwide radio promotions. The cereal boxes are available exclusively in Target stores while supplies last.

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