Coming off of massively successful collaborations with world renowned artist KAWS and musicians such as Lil Yachty, REESE’S PUFFS wanted to explore the next big passion point for teens: fashion. Our culture creators are heavily influenced by fashion, yet, no one has broken into the breakfastwear scene. We decided to be the first to do it. It all started with a few questions, 'what does the future of breakfast fashion look like?' 'How can we help teens understand that REESE'S PUFFS is the most deliciously over-the-top option for breakfast?'

We partnered with a future-focused high-end streetwear designer Yoon Ahn of AMBUSH, and collaborated to create the future of breakfast fashion. We came up with a visionary 360 campaign comprising of two boxes, a limited edition breakfast accessory, a futuristic metaverse game and an IRL experience. Yoon designed two limited edition REESE'S PUFFS boxes; one colorful retail box, and one chromed out hype box, exclusively sold online. The boxes were the entry point to the ‘Breakfastverse’, a custom built metaverse experience where players became a spoon avatar, explored the spaceship breakfast table, jumped in the cereal bowl, then climb out to the chrome throne, collecting floating chrome puffs along the way. From there, players were given the opportunity to buy the exclusive CHROME PUFF. Finally to wrap the campaign we hosted an IRL breakfast where fans could purchase the CHROME PUFF, and meet Yoon herself.

The strategy for REESE'S PUFFS cereal is "Create Culture You can Taste" and the last three years of partnerships and activations have been built off the "More, Yes" platform. Simply put, "More, Yes" is inspiring everyone to say 'yes' to the most extra option on life's table. It is about catching people on the rise. As stewards of 'More Yes', we define trends and stay ahead of the curve. We continue to catching stars as they begin to trailblaze, because that's 'More Yes'. Through this platform we want to empower Gen Z by highlighting REESE'S PUFFS as THE leader of creativity and self expression.

We teased the launch by sending out exclusive images of our retail box exclusive streetwear/lifestyle media outlets, and let them know to be on the look out for an exclusive product drop. On Nov 16 the CHROME PUFF and CHROME BOX were revealed. The box unlocked the metaverse experience where REESES PUFFS cereal fans could play to win a CHROME PUFF. On the launch day, we executed at a one-day-only pop up experience in NYC where attendees were the first to preview the CHROME PUFF, gain early access to the Breakfastverse at an immersive futuristic diner experience, and superfans could meet Yoon. Following the event, the full collection of 3D images were revealed online to show the CHROME PUFF in use in the 'Breakfastverse' and with cereal in the bowl which lived on the custom built e-commerce site and metaverse experience.

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