RP Music boXES

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.

So when Reese's stepped into the Music world, we knew we had to show up big.
We turned over 4 million Reese's Puffs cereal boxes into legit playable music synths called the RP-FX, using only Puffs and AR technology. Fans placed puffs on the sequencer grid on the back of the box, and through a custom AR web app could create and share tracks right from 1 of 3 collectible boxes: a crunchy drum machine, creamy lead synth and a chocolatey bass synth.

Then we dropped the highly-exclusive RP-PRO groovebox. A limited-edition synthesizer complete with custom-molded Reese’s Puffs buttons and chocolate drum pads, a built-in sampler, and a dome visualizer that you could also open up and pour puffs out of. Oh snap.

Addy Award: Gold, Augmented Reality
Addy Award: Gold, Innovative Use of Interactive/Technology