Reese's Puffs has teamed up with the artist/designer KAWS, best known for his streetwear collaborations, to launch the first-ever KAWS x Reese’s Puffs cereal. The partnership will include two redesigned boxes, both offering customers unique augmented reality gaming experiences.
The first co-branded cereal box dons a 'KAWS COMPANION design featuring the brand's signature bright orange box with an image of KAWS character swimming in a Reese Cup filled with chocolate and peanut butter Puffs. The second box is delivered in a first-of-its-kind blue design that presents an image of a KAWS character drawing in Reese Puffs.
Both boxes come equipped with scannable QR codes that activate a unique AR game. In addition, the blue box features a new 'KAWPUFFS AR' experience that allows users to enter the world of KAWS' COMPANION, where they engage in a game that requires them to crunch Puffs as they fall from the night sky.
Image Credit: Reese's Puffs/General Mills
Key Themes Behind This Trend
- Ar-activated Packaging
- The use of augmented reality in product packaging creates an opportunity for brands to offer unique and immersive experiences to customers.
- Co-branded Products
- Collaborations between well-known brands and designers/artists allow for the creation of limited edition products that generate excitement and buzz among consumers.
- Gamification in Marketing
- The use of games and interactive experiences in marketing campaigns can increase customer engagement and brand loyalty.
Where This Applies
- Food and Beverage
- The use of AR technology on food packaging can offer a new level of engagement and interaction for customers, as well as provide a unique selling point for brands.
- Art and Design
- Collaborations between brands and artists/designers can provide an opportunity to showcase creative talent and reach new audiences.
- Advertising and Marketing
- Incorporating gamification into marketing campaigns can produce a more memorable and engaging experience for customers, resulting in higher brand awareness and customer loyalty.
