"Being different is not an issue, or a problem. It's lucky. Being unique and colorful and expressive and unapologetic are all very lucky things to be. So we raise our spoons to the lucky ones. To those living life on their terms and loving every single second of it."

Then it promotes the website LuckyTo.be and Twitter hashtag (#LuckyToBe) followed by a rapid series of words: unique, proud, open, interesting, brave, strong, loved, loving, recognized, alive, amazing.

The New York Times advertising column mentioned the campaign, “We feel Lucky Charms is a brand of ‘magical possibilities’ for everyone and anyone,” said Greg Pearson, marketing manager for Lucky Charms at General Mills in Golden Valley, Minn., noting that each box contains cereal pieces shaped like rainbows, “one of the universal symbols of acceptance.” Comments about “Lucky to be” have been “really positive,” Mr. Pearson said.