Reese’s Puffs cereal is teaming up with artist KAWS. The collaboration includes the release of KAWSPUFFS, a new AR game, which is accessed via two limited-edition cereal boxes designed by KAWS.
“Creativity is part of the foundation of Reese’s Puffs and collaborating with KAWS, one of the most globally successful artists of our time, is a major milestone for us,” says Mindy Murray, senior manager, brand experience, General Mills. “Our fans are creative and multifaceted with interests across music, art, gaming and beyond. Given that buzz of this partnership began building before we could even announce it, we think it’s a good indicator that both KAWS and Reese’s Puffs fans are excited for this partnership.”
The first KAWSPUFFS box, available now nationwide, features the brand’s signature orange color and KWAS’ Companion design and includes a QR code to access the AR game.
The second exclusive KAWSPUFFS box is blue, a first for Reese’s Puffs cereal. The company says the blue color mimics the nighttime mode of the dynamic 24-hour AR experience. A limited quantity will drop on Nov. 17 at Shop.kawspuffs.com. Fans will also have a chance to win one of the collectors’ boxes, including a select few signed by KAWS, by achieving high scores in the AR game. Fans can enjoy the web experience by accessing the QR code on the box, but must download the KAWSPUFFS app for a more robust experience, and to compete and win limited-edition prizes.
Each week on the app, the top 10 players with the highest scores will win one of 150 exclusive, blue KAWSPUFFS boxes reserved for top players. As an added bonus for super fans, the top two scores between 8 a.m. - 11 a.m. CT on Saturday mornings will win one of 30 boxes signed by KAWS. The weekly competition runs Nov. 15 through Feb. 27. Visit Cereals.generalmills.com/kpcontestrules/ for rules and more information.
“I’ve had a lot of fun teaming up with Reese’s Puffs on this project,” says KAWS. “I think this offers a new way to enjoy Companion and I hope people enjoy seeing him on his first cereal box.”
Follow @ReesesPuffs to learn more about the Reese’s Puffs x KAWS collaboration.