After its fun collaboration with rap artists Travis Scott and Lil Yachty, Reese’s Puffs is releasing limited-edition boxes that put the music-making power in the hands of cereal lovers.
Co-created with creative agency Anomaly, these special Reese’s Puffs cereal boxes double as music boxes that allow fans to actually create their own music tracks. The music boxes come in two versions: the RP-FX and the RP-PRO.
Designed for amateur musicians, the RP-FX come in three different boxes: the Crunchy Drum Machine, the Creamy Lead Synth, and the Chocolatey Bass Synth. To create music, fans should simply place individual Reese’s Puffs into placeholders located on the back of the box, access the accompanying app at PuffsFX.com, and follow the prompts using the Puffs-turned-keys to lay down a track.
Now available at grocery stores nationwide, the RP-FX boxes use a first-of-its-kind augmented reality technology to detect where individual puffs have been placed and make unique music tracks based on their placement. To make even more layered tracks, fans should collect all three RP-FX boxes.
Fans can also share their musical creations with the world via customizable Reese’s Puffs-inspired music videos made with their tunes.
Unlike the RP-FX, RP-Pro is not a cardboard toy but a real synthesizer. Designed to look like a box of Reese’s Puffs, the RP-Pro is equipped with all the music samples, audio effects, functions, and power one would expect from a serious piece of music equipment.
The RP-PRO features dials that look like Reese’s Peanut Butter Cups, keys that look like Reese’s Puffs, and buttons that look like chocolate squares. There’s also a “secret” inside compartment perfectly sized to hold a small bag of Reese’s Puffs for emergency snacking.
While the RP-FX boxes are available to everyone in retail stores, the RP-Pro will only be sent to some of the top music artists and hit-makers around the country. The brand is also giving away a few units to lucky fans.
“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,” said Mindy Murray, senior marketing manager at General Mills, in a press release. “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.”
In the same news release, Josh Fell, Anomaly LA’ partner and CCO, revealed what inspired them to turn Reese’s Puffs cereal boxes into musical boxes. “As a kid I was obsessed with reading the back of cereal boxes. Word search? Searched. Maze? Solved. Over and over,” Fell said. “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.”