To promote Kix’s new purpose of empowering kids’ creativity, the company wanted to use its greatest asset: the cereal box. An average cereal box receives more than 60 quality impressions during its lifecycle, which, estimating conservatively, means about 120 million impressions a year for the brand. Kix wanted to use those impressions to spark real creativity, not just to talk about it. The result? A redesign that turned the box into an interactive object for open-ended creation that encourages kids to imagine and build. The box also pointed to companion digital storybooks that further inspired kids’ imaginations by giving them the chance to use the pieces from the box to interact with original digital stories.