Target is running a 1-month exclusive with General Mills showcasing retro packaging around Cocoa Puffs, Cheerios, Lucky Charms, Trix, Kix and other brands within their cereal portfolio. A collectable t-shirt is promoted on the new retro-themed packaging, offering consumers the chance to get a vintage-styled tee of their favorite morning munch. Overall, its a smart play. Target gains exclusivity, consumers feel rewarded with a limited piece of throwback merch, and wearing the fashion creates conversations around the cereal brands and must-have appeal for young-ins. A website has been built to offer up a chance to win the tees.

This isn’t the first time General Mills or others have tapped the retro look. Junk Food was wildly popular with teens a few years back via licensed t-shirts using iconic General Mills logos and characters such as Lucky Charms, Trix and others 70′s and 80′s characters. Mountain Dew and Pepsi recently announched retro packaging and product formulated with real sugar in their Throwback LTO. Dew has also used their past icons successful in recent campaigns such as Green Label Art showcasing their legenday Hillbilly character.

General Mills is likely reaching a younger consumer, a savvy trend follower that will still rock the retro tee, which will likely fare well when it’s time for parents to write their grocery lists. This type of straightforward offer often favors well in a value-focused economic environment where there is a lot of pressure on established name brands to keep generic from brands taking market share. Hell, even I’d consider rocking a Boo Berry t-shirt to the gym for anyone looking to pick me up a gift on my b-day (which is a only a month away)!