As consumers continue to crave all things crunchy and comforting, Reese’s Puffs takes its latest celebrity collaboration to new heights, or rather, depths.
Having already lit up its boxes with rapper Lil Yachty’s face back in December, the cereal brand is no dropping 20 remote-controlled “Lil Yachts”. Each yacht features a “Milkcuzzi” that swirls the milk and chocolate peanut butter puffs together, a waterproof Bluetooth speaker, wireless remote, a custom purple chrome Eat ‘Em Up spoon and of course, a box of Lil Yachty’s Reese’s Puffs. In addition to picking up on the power of the crunch, the push also acts as a nod to nostalgia when consumers would find toys in their favorite cereal boxes. The product sold for a whopping $150 and sold out at reesespuffs.boats within moments of its release.
During the pandemic, quality visibility was hard to come by. Since branded search volume is greater than nonbranded search volume, especially in the Cereal and Grains category according to Gartner’s Digital IQ Index: Food & Beverages, it makes sense that Reese’s Puffs would want to align its name with one of the top artists right now. Additionally, as the pandemic comes to a close, all brands will need to do whatever they can to keep consumers eating foods that are typically enjoyed indoors, like cereal.