Reese’s Puffs is expanding its sensory range from taste to sound with the release of a music box leveraging the brand’s identity to permit fans to create their own sweet beats.
Repurposing its iconic orange-and-yellow packaging, the cereal brand is adding crunch to popular music with special-edition packaging.
Two limited-edition music boxes have been created for the venture, including the RP-FX, which comes in three flavours; Crunchy Drum Machine, Creamy Lead Synth and Chocolatey Bass Synth.
Fans are invited to create their own breakfast beats by placing cereal on the box, which when paired with the accompanying augmented reality app at PuffsFX.com can create unique tunes governed by the positioning of individual puffs.
More ambitious musicians can combine all three boxes to create more intricate melodies, which can then be shared for the world to enjoy with customizable Reese’s Puffs-inspired music videos.
Professionally-minded musicians wishing to graduate from cardboard can obtain the RP-PRO, a synthesiser designed to look like a box of cereal rather than the other way around.
Budding artists can twist Reese’s Cup dials, press Puff buttons and bang chocolate drum pads – and it even includes a secret compartment containing a bag of Reese’s Puffs for emergencies.
Mindy Murray, senior marketing manager at General Mills, said: “Reese’s Puffs is known for its music heritage, encouraging our fans to ‘eat ‘em up’ from our classic Reese’s Puffs Rap to the recent Lil’ Yachty remix. Now we’re giving fans a turn to make their own music. The RP-FX boxes are a fun way to inspire creativity through music, technology and, of course, Reese’s Puffs cereal.”
Josh Fell, Anomaly LA partner and chief creative officer, added: “As a kid, I was obsessed with reading the back of cereal boxes. Word search? Searched. Maze? Solved. Over and over. We realized our box can be more than that. It can be a peanut buttery, chocolatey canvas for creativity. Not joke creativity. Legit musical expression. It’s so fun. And I can’t wait to see what people make out of it.”