General Mills Fillows

General Mills announced not one but two brand-new breakfast cereals called “Fillows”; Hershey’s Cookies ‘n’ Crème and Pillsbury Cinnamon Roll. The marketing teams had a raft of ideas (and indeed channels) to promote the new products but wanted something new and different to elevate the product in a well-established and crowded space.

The team at Eyekandy couldn’t resist creating an interactive Fillows Mini-Game that allows shoppers to interact with the packaging – both in-store and at the breakfast table!