Lil yachts

Reese’s Puffs once defined teen cool, but the brand had lost its edge with Gen Z leaving the cereal drifting toward irrelevance. We reignited the brand by repositioning Reese’s Puffs as a lifestyle icon. Instead of pushing product, we contributed directly to Gen Z culture across music, art, and fashion. By embedding the brand into the spaces where Gen Z creates and expresses themselves, Reese’s Puffs reclaimed cultural relevance and became craveable again.

We started with Music, and partnered with Lil' Yachty to reimagine the iconic Reese's Puff Rap launching the partnership with limited edition Yachty boxes nationwide.

But to really make a splash we took it one step further. Making a custom-designed,
remote-controlled, limited edition cereal yacht, that turned what could have been just another brand collab into a hype worthy, culture crashing product drop that sold out
in under 60 seconds flat.

We gave the world cereal yachts. You're welcome.

In partnership with Deep Local, we spent six months bringing these vessels to life. Each yacht was hand painted and packed with over-the-top details designed to surprise, delight, and keep your cereal in ship shape on the open water. Each yacht came fully loaded with:

• A built in, waterproof bluetooth speaker that blasted Yachty’s Reese’s Puffs Rap
  
• A swirling cereal bowl “milkcuzzi” for your puffs
  
• Custom "shipping container" packaging with instruction booklet
  
• A customized wireless yacht remote control
  
• A purple chrome “Eat ‘Em Up” spoon
  
• And, of course, a limited-edition box of Lil Yachty Reese’s Puffs