Reeses Puffs: KAWSPuffs

Reese’s Puffs breakfast cereal created a limited-edition art box and augmented reality (AR) game to drive brand affinity and sales among teens in the United States.

Campaign details

Brand: Reeses PuffsAgency: General MillsRegion: North America

Strategy

Objective

The breakfast cereal space is not one that people generally associate with innovation, breaking norms, and driving culture forward. But in the last few years, through brand experiences, Reese's Puffs has upended the cereal game by behaving more like a lifestyle brand and less like your everyday, ordinary purveyor of boxed breakfast food.

The playful and popular Reese's Puffs brand needed to go a different route. Through brand experience and mobile activations, we tapped into pop culture to reach our fans. We began a...

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