Reese’s Puffs
TASKS:
Web sweepstakes LP, caption, + graphic copy
Content calendar, influencer management + light creative direction
Co-strategize TikTok content + perform UGC research
Reese's Puffs turned the music world upside down when it released not one but THREE playable cereal boxes—RP-FX. With the help of the talented people over at Deeplocal, consumers could place puffs on the back of the boxes using a custom AR app to create and share Crunchy, Creamy, Chocolatey beats.
So, what could top that?
A synthesizer. But like one that pours actual cereal—the RPPRO.
Following collaborations with top music producers, launching a sweepstakes seemed like a no-brainer. “Beats for Breakfast” is where I landed for the website, banner, and tagline copy. I was also tasked with mocking up the overall aesthetic of the product imagery, which was later sent to Anamoly and featured on RP’s landing page via General Mills.
Beats for Breakfast
“ONE OF REESE’S CLEVEREST MOVES.”
Ad Agencies: Deeplocal and Anomaly + Creative Producer: Jacob Finch + Creative Director: Harry Thompson + Photo & Video: Deeplocal
If you remember the infamous “Eat Em Up” jingle, you’d agree that Reese’s Puffs couldn’t simply drop a drum machine without releasing a few track lists. I took the lead on strategizing Spotify playlists based on demographic data combined with the brand’s infamous taglines: crunchy (rap/hip hop), creamy (rhythm/blues), and chocolatey (pop/rock). The playlists were featured on both social and Spotify to give consumers an imaginative experience of the brand’s music “tastes.”
delicious tunes
in the cr(eat)ive zone
At the height of the launch, several top music producers, artists, and influencers came in droves to figure out how to get their hands on the real synthesizers. The team sent out specialty packages with the standard RP beatboxes and other goodies to honor their excitement. Along with managing the online communications between prospects and the brand, I mocked up the product insert design and wrote copy for packages made to get them in the creative zone.
Posts so good you can almost taste them
The nostalgia behind the brand made writing for social exhilarating. All ages and backgrounds come to this digital space to recite the beloved Reese’s Puffs rap, talk about the yesteryear of Saturday morning cartoons, and giggle at a meme or two while continuing to root for arguably one of the best cereal brands out there.
