Reese’s Puffs are entering the “Breakfastverse” with a high fashion component. In a partnership with Ambush, a new Chrome Puff accessory is launching today that features a “breakfast bowl-turned purse” going for $150 on the cereal brand’s web store. Yesterday, they teased the item during an exclusive and futuristic NYC dinner, but for those who couldn’t make it, Reese’s Puffs and Ambush are also dropping a limited-edition cereal box with “embossed elements and reflective text for $50 on its webshop.” Their overarching “Breakfastverse” is also launching today and lets visitors explore through the space, including a “Chrome Throne” where they can enter to win both the Chrome Puff purse and cereal box. More brands are testing the waters with “phygital” experiences where digital worlds and activations are accompanied by products young consumers can purchase IRL. YPulse research shows how “phygital” products could be the future of shopping. (Marketing Dive)
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