Reese’s Puffs
With the goal to democratize access to culture, Reese’s Puffs goes all in on a creative partnership every year. From music collabs with Travis Scott & Lil Yatchy to art collabs with KAWS, each project has been designed to extend the brand’s cultural relevance while delivering limited-edition box that stop audiences in their tracks.
But this year, Puffs wanted to take things in a bold new direction—exploring a category they’d never entered before: fashion.
To make the leap, Reese’s Puffs needed a partner with undeniable credibility in the fashion scene. Our answer to the challenge was Ambush, a boundary-pushing global streetwear brand with a reputation for blending innovation, bold design, and cultural relevance. By choosing Ambush, we bridged the worlds of breakfast and fashion in a way that felt fresh, unexpected, and distinctly Gen Z.
We anchored the campaign around the question: “What does breakfast in the future look like?”
This insight unlocked a vision where the Reese’s Puffs could lean into Gen Z’s love for limited-edition drops and immersive digital experiences, creating a multi-layered campaign that brought breakfast to life in the most unexpected way.
The Future of Breakfast
The centerpiece of the campaign was The Chrome Puff, an exclusive metallic purse designed by Ambush that doubled as a functional cereal bowl, a bold, cheeky statement piece that merged utility and high-fashion.
This one-of-a-kind design became the anchor for the limited-edition Reese’s Puffs box, transforming breakfast into a collectible experience.
To take things further, we leveraged Ambush’s expertise in the digital space to create a futuristic metaverse game. Players became a spoon navigating a sleek, futuristic kitchen, collecting Puffs to earn points and compete for a chance to win their own Chrome Puff bag. The game extended the campaign into an interactive space, blending physical and digital worlds to engage fans in a way that felt cutting-edge and on-trend.
