kaws puffs

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.

We teamed up with world renowned street artist KAWS to bring together cereal, art and gaming in a first of its kind breakfast art experience. Working with Acute Art we launched KAWS PUFFS - a dynamically changing, AR game where users have to crunch puffs before they hit the ground in order to save their KAWS COMPANION from drowning in a milky puddle of doom.

Users were able to unlock special power ups, and exclusive breakfast events that allowed them to compete for limited edition Blue KAWS Boxes.