RP-FX
View the case- Brand
- Reese's Puffs
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- Deeplocal
Objective
Reese's Puffs wanted to reassert its longtime music-culture cred with Gen Z, building on its rap history and drop culture (Travis Scott, Lil Yachty) to reposition the brand as a lifestyle name rather than just a cereal. Rather than run another ad, Anomaly LA set out to prove the box itself could be an instrument — a real canvas for music-making, not a marketing gimmick.
Solution
You pick up a limited-edition RP-FX box — a drum machine, lead synth, or bass synth — and follow the printed instructions to open PuffsFX.com on your phone, no app download required. On the back of the box is a 16-step grid, so you shake out the cereal and arrange individual Puffs onto the steps to build a pattern. Point your camera at the box, and the site reads which squares are filled and plays the beat back in one of five genre-styled sound kits, effects included. Grab the other two box designs and you can layer drums, lead, and bass into one full track inside the app, then share the finished song as a branded music video.
Results
More than 4 million Reese's Puffs boxes were produced as playable RP-FX synthesizers.
- 1
The player buys a limited-edition box of Reese's Puffs RP-FX, choosing one of three collectible variants: a drum machine, a lead synth, or a bass synth.
- 2
The box instructs the player to open PuffsFX.com in a phone browser, no app download required, and grant camera access to unlock the AR experience.
- 3
The player flips the box over to reveal a 16-step sequencer grid printed on the back, then pours out cereal and places individual puffs into the grid cells to lay out a pattern by step and track.
- 4
Pointing the phone camera at the box, the site recognizes which cells hold puffs and plays the resulting pattern on a loop, with an onscreen cursor tracking the steps over the live camera view.
- 5
The player switches between five genre-styled sound packs per box, ranging from 90s boom-bap and synthwave to deep house, 8-bit, and breakfast-recorded samples.
- 6
The player edits the pattern in real time by adding, removing, or rearranging puffs on the box, and the onscreen sequence updates to match.
- 7
Players who own multiple boxes combine drums, lead, and bass into a single layered track within one app session.
- 8
The finished song can be saved and shared as a branded music video in the Reese's Puffs style.
