REESE’S PUFFS Teams Up with Iconic Artist KAWS to Drop Two Cereal Boxes and AR Game
November 08 2021 - 8:01AM
Business Wire
In his first-ever cereal collab, ‘KAWSPUFFS’
release includes a chance for AR gamers to win exclusive box signed
by the iconic artist
Continuing in its trajectory of partnering with some of the most
relevant creative minds of popular culture, REESE’S PUFFS cereal is
now teaming up with renowned artist KAWS. Together, they are
releasing KAWSPUFFS, a new AR game, which is accessed via two
limited-edition boxes designed by KAWS.
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the full release here:
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REESE’S PUFFS collabs with iconic artist
KAWS to drop two new limited-edition cereal boxes and AR Game
(Photo: Business Wire)
“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,” said Mindy
Murray, senior manager of Brand Experience at 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.”
KAWSPUFFS Limited-Edition Boxes
The first KAWSPUFFS box features the brand’s signature orange
color and KAWS COMPANION, and includes a QR code to access the AR
game. This box is available now in cereal aisles nationwide at an
SRP of $3.99.
The second exclusive KAWSPUFFS box is blue in color, a first for
REESE’S PUFFS cereal. The blue mimics the nighttime mode of the
dynamic 24-hour AR experience. A limited quantity will drop on
November 17 at shop.kawspuffs.com for $49.99 each. Fans will also
have a chance to win one of these collectors’ boxes, including a
select few signed by KAWS himself, by achieving high scores in the
KAWSPUFFS AR game.
KAWSPUFFS AR Game and Competition
The AR game enters you into a world with KAWS’s famous COMPANION
where you must crunch the falling PUFFS as they tumble from the
sky. If you miss three, your game is over, and COMPANION sinks into
a milky demise. The PUFFS progressively fall faster, but KAWS and
REESE’S PUFFS feature power-ups throughout the game that will boost
your score and help keep COMPANION afloat.
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. And, 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
total boxes signed by KAWS. The weekly competition runs November 15
through February 27. Visit
https://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,” said KAWS. “I think this offers a new way to enjoy
COMPANION and I hope people enjoy seeing him on his first cereal
box.”
REESE’S PUFFS cereal has a track record of teaming up with some
of the most creative talents to produce popular, limited-edition
collaborations, such as Lil Yachty’s Lil Yachts, which sold out in
less than a minute and last summer’s RP-FX where Tinashe and other
producers alike, challenged fans to create their own beats with the
AR experience on back of pack.
Follow @ReesesPuffs to learn more about the REESE’S PUFFS KAWS
collaboration.
About General Mills
General Mills makes food the world loves. The company is guided
by its Accelerate strategy to drive shareholder value by boldly
building its brands, relentlessly innovating, unleashing its scale
and being a force for good. Its portfolio of beloved brands
includes household names such as Cheerios, Nature Valley, Blue
Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker,
Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in
Minneapolis, Minnesota, USA, General Mills generated fiscal 2021
net sales of U.S. $18.1 billion. In addition, the company’s share
of non-consolidated joint venture net sales totaled U.S. $1.1
billion.
About KAWS
KAWS engages audiences beyond the museums and galleries in which
he regularly exhibits. His prolific body of work straddles the
worlds of art and design to include paintings, murals, graphic and
product design, street art, and large-scale sculptures. Over the
last two decades KAWS has built a successful career with work that
consistently shows his formal agility as an artist, as well as his
underlying wit, irreverence, and affection for our times. His
refined graphic language revitalizes figuration with both big, bold
gestures and playful intricacies.
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