“Fillows” Connected Packaging for General Mills 

Unlock memorable experiences for shoppers with AR

No longer is your product packaging an inanimate object - it could be an AR video game!

Content Strategy
Product Packaging
Eyekandy, one of the world’s leading Augmented Reality (AR) providers created an interactive mini-game to engage shoppers at the breakfast table. No more fighting over the toy in the box, cereal lovers were immersed in a fun, entertaining game while they crunched through their favourite cereal. 

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General Mills announced not one but two brand-new breakfast cereals called “Fillows”; Hershey’s Cookies ‘n’ Crème and Pillsbury Cinnamon Roll.

The challenge was set to bring the cereal to life!

The marketing teams had a raft of ideas 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!

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