Creative agency Anomaly helped the cereal brand make sweet music.
Reese’s campaigns in the past have often addressed pop culture (and memes) in a playful way, but here’s one that may be activating a new generation of music producers.
In one of Reese’s smartest moves, the candy company released a trio of limited-edition boxes of Reese’s Puffs cereal that turn the breakfast table into a makeshift studio. Creative agency Anomaly worked on the campaign, which used an AR application to turn the cereal boxes into a drum machine with step sequencing and two synthesizers, in keeping with the brand’s candy-centric theme.
This isn’t the first time Reese’s has enlisted hip-hop for its cereal. Last year, a collaboration with Lil Yachty led to “Reese’s Puffs Rap (The REE-MIX),” a reimagining of the brand’s jingle, and a rapper on the box. Travis Scott also collaborated with the brand on a series of specially designed limited edition boxes and merchandise-all of which sold out in a matter of minutes.
As befits a modular synth, the RP-FX includes three boxes/devices: a creamy lead synth, a chocolate bass synth and a crunchy drum machine. Beatmakers can point the Puffs FX app at the boxes and then change the detectable step inputs by positioning the individual flakes. Each unit has four different interchangeable sound packs, and all three can be used in tandem for optimal results.
There is also a hyper-exclusive physical version of the RP-FX in the form of the RP-PRO, an electronic rhythm device with a built-in speaker and recording function. The RP-PRO is made in the form of Reese’s Puffs box and features a number of customizable pots and keys that are modeled after miniature Reese’s Peanut Butter Cups and Puffs, respectively. The “layered keys” even look textured with a pseudo-dusty finish of alternating chocolate and peanut butter. There’s even a nutrition facts themed label that identifies the rare device as containing 808 calories.
The brand will be sending the RP-PRO to top music acts across the country and will soon allow fans to win one.