Reese’s Puffs envisions a futuristic ‘Breakfastverse’ with a high-end designer

Diving Brief:

  • Reese’s Puffs shares its vision for the future of breakfast with its first experience in the metaverse and a high-end fashion collaboration, by press release.
  • General Mills has teamed up with designer Yoon Ahn’s label Ambush to create a Chrome Puff accessory. The product, described as a “breakfast bowl turned purse,” features metallic texture and a collapsible chrome spoon and will be sold online for $150 starting Nov. 17 via Reese’s Puffs online store.
  • Reese’s Puffs is previewing the collectible during a futuristic dining experience in New York City on Nov. 16, with reservations available on a first-come, first-served basis through OpenTable. Those who can’t make it in person can check out the “Breakfastverse,” an interactive virtual space with a raffle component.

Overview of the dive:

Reese’s Puffs is once again positioning its cereal in the fashion world as generating cultural impact becomes a bigger mandate for marketers. The tie-up with Ambush builds on previous General Mills brand collaborations that attempted to imbue an everyday grocery staple with an aura of exclusivity and cool design.

Last November, Reese’s Puffs linked with in-demand artist Kaws on limited-edition cereal boxes featuring QR codes that accessed an augmented reality game. Kaws’ signature Companion character, the subject of desirable collectibles and artwork, was a major contributor to the effort.

The work with Yoon Ahn aims to capture what future breakfast occasions might look like, with metallic chrome patterns and restaurant activations on virtual and real channels. Ambush, which draws heavily from pop art, has attempted to shore up its Web3 good faith with a collection of non-fungible tokens and a proprietary metaverse space called Silver. Factory.

The Reese’s Puffs partnership kicked off last month with exclusive Ahn-designed packaging, and is now expanding to include a premium accessory that harkens back to its Ambush release (although at a more affordable price). In addition to the Chrome Puff handbag, Reese’s Puffs is launching a chrome-inspired Reese’s x Ambush cereal box with embossed elements and reflective text on November 17 for $50 on its online store.

The concept aligns with a larger marketing trend around collectibles, where brands release merchandise in limited quantities and with the help of household names to generate a cultural cache. Earlier this fall, McDonald’s tapped cult streetwear brand Cactus Plant Flea Market for Adult Happy Meals that sent customers into a frenzy and helped increase sales.

Reese’s Puffs is trying to make its Ambush products more accessible through the Breakfastverse that users can explore as a digital spoon avatar. The online space launched on November 17 allows visitors to navigate to a “chrome throne” where they can enter to win a puff of chrome and a collectible cereal box. The co-branded Metaverse venue is intended to cater to the “inner children within all of us,” according to a statement from Ahn. The gaming-centric component could serve the nexus well, leveraging a popular channel with Gen Z consumers who are Reese’s Puffs’ target audience.

Other recent Reese’s Puffs partnerships include one with rapper Lil Yachty, who helped pitch a waterproof speaker and “Milkcuzzi,” and a team up with singer-songwriter Tinashe to promote cereal boxes. who also made music.

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