LA X NYC
Mindy benner
Reese’s Puffs once defined teen cool, but the brand had lost its edge with Gen Z leaving the cereal drifting toward irrelevance. We reignited the brand by repositioning Reese’s Puffs as a lifestyle icon. Instead of pushing product, we contributed directly to Gen Z culture across music, art, and fashion. By embedding the brand into the spaces where Gen Z creates and expresses themselves, Reese’s Puffs reclaimed cultural relevance and became craveable again.
For Reese’s Puffs first step into the fashion world we partnered with Yoon Ahn, and her future forward, high end streetwear label AMBUSH, to create a limited edition campaign asking fans to envision the future of Breakfast by entering into the Breakfastverse dimension.
2023 | One Show Shortlist
The question on everyone's minds, "How does one eat breakfast in the future?" To answer this we partnered with AMBUSH to create the ultimate breakfast accessory of the future. A limited edition Chrome Puff handbag that doubled as a cereal bowl. Each 6'“ chrome orb bag came with a collapsible silver spoon, leak-proof silicone divider to keep your puffs safe and removable interior bowl for an easy clean.
The only place you could score a limited edition Chrome Puff was through an interactive online Metaverse experience that was the first of its kind for Reese’s Puffs.
We worked with Active Theory to create a futuristic multistage Metaverse located in outer space in a place called the Breakfastverse where fans could collect all the chrome puffs to win a limited edition silver hype box or chrome puff bag.
Navigate through the spaceship’s kitchen, the milky planet and make it to the throne room to cash in your chrome puffs for limited edition prizes.
The Family: Chrome Box, Mass Box and Chrome Puff together at last.
We launched the collection in NYC with an exclusive pop up breakfast event. RSVP on OpenTable and try futuristic Reese’s Puffs breakfast concoctions, check out the chrome puff bag, score the hype box and be the first ones to dive into the Breakfastverse experience.
All the usual suspects posted about the campaign: HypeBeast, HypeBae, Complex, High Snobiety & Food Beast among others. Oh and Micheal B Jordan commented “hard” on our instagram post too, then Vogue covered the story and likened this collaboration to something Andy Warhol would be proud of and we kind of just died with an Anna Wintour seal of approval.
Anomaly LA: Daniel Chen (CD CW), Lucy Logan (ACD AD), Caite Blalock (ACD CW), Tyler Archibald (ACD CW), Izzy Lebovitz (Producer) Metaverse Partners: Active Theory
Designed by: Yoon @AMBUSH
