Introduction to Music-Making Cereal Boxes
Reese’s Puffs has launched a novel campaign that mixes music and cereal. The brand has released three limited-edition cereal boxes that could be used to make music. The PR-FX series includes the Crunchy Drum Machine, the Creamy Lead Synth, and the Chocolatey Bass Synth boxes. These boxes are usually not only for eating cereal, but additionally for creating music.
How it Works
Consumers can put Puffs cereal on the back of the boxes and use the web-based augmented reality (AR) app at PuffsFX.com to make music. Using multiple boxes allows for more layered tracks, and the songs could be shared via customizable brand-inspired music videos. This progressive approach takes an age-old tactic and updates it for younger audiences who’re mobile-first and attuned to the sort of beat-making prevalent in hip-hop and electronic music.
The Technology Behind the Music
The brand is leveraging what it claims is a first-of-its-kind AR technology that detects the position of cereal pieces to create music. This technology allows Reese’s to span physical and digital spaces without requiring consumers to download a further app. According to Josh Fell, Anomaly LA partner and CCO, "We realized our box could be greater than that. It could be a canvas for creativity. Not joke creativity. Legit musical expression."
Driving Engagement and Sales
The boxes could drive repeat purchases as consumers look to gather all three "instruments" as they make music with AR that could be shared via customizable music videos. The use of limited-edition boxes and AR will help the brand engage consumers without the necessity for marketing channels like experiential and out-of-home that could possibly be negatively impacted by the spread of the COVID-19 delta variant.
Partnership with Musicians
In addition to the AR-powered boxes, Reese’s Puffs is releasing an actual synthesizer that will likely be available to skilled musicians. This influencer partnership could extend the reach of the campaign and strengthen the brand’s connection to music, specifically hip-hop. The brand has previously teamed with musicians like Travis Scott and Lil Yachty on successful campaigns.
Other Brands’ Similar Efforts
Other CPG brands have turned their boxes into gadgets that play and create music. For example, Oreo launched a campaign in several countries that uses AI to show its packaging right into a tool for creating and sharing mixtapes. Previously, the cookie brand turned its packs into turntables and DJ mixers.
Conclusion
Reese’s Puffs’ musical instrumental push is a novel and progressive campaign that mixes music and cereal. The use of AR technology and limited-edition boxes is prone to drive engagement and sales, while the partnership with musicians will extend the reach of the campaign. As the brand continues to push the boundaries of what a cereal box could be, it would be exciting to see how consumers reply to this recent way of constructing music.
