- GloRilla has remixed Reese's Puffs' classic 2009 "Eat 'Em Up" jingle into a full hip-hop track, now streaming on Spotify and Apple Music via CMG/Interscope.
- Lyrical Lemonade produced a full music video for the campaign, directed by Ari Mairena-Dannon, blending branded content with the visual language of a real hip-hop release.
- A limited-edition GloRilla x Reese's Puffs collectible box drops June 29 for $19.99 exclusively on ReesesPuffs.com at 1 p.m. ET, while supplies last.
- GloRilla dropped her single "MANE" featuring Pooh Shiesty just one day before the campaign launch, showing her ability to juggle commercial partnerships with a live music rollout.
Reese’s Puffs has tapped Memphis rapper GloRilla to remix its iconic 2009 “Eat ‘Em Up” jingle, turning a cereal ad into a bona fide hip-hop track now available on Spotify and Apple Music.
The brand partnered with multimedia company Lyrical Lemonade to produce the music video, directed by Ari Mairena-Dannon (AMD), and distributed the track through CMG/Interscope, placing it directly alongside GloRilla’s regular catalog on major streaming platforms.
GloRilla blends her signature vocal style with the playful rhythm that made the original jingle memorable, creating a hybrid of nostalgia and modern hip-hop energy aimed at both longtime cereal fans and younger audiences discovering it through social media.
This is a smart move that echoes how Yung Gravy partnered with Mug Root Beer for the “Float Float Baby” Remix Campaign, another play at turning a beloved brand sound into a real streamable release.
The collaboration carries personal weight for GloRilla, who remembers watching Reese’s Puffs commercials with her siblings after school, a genuine connection that gives the campaign real credibility rather than a manufactured feel.
The campaign arrives as GloRilla builds anticipation for her next album, keeping her name circulating across music and entertainment conversations while introducing her to audiences well beyond hip-hop.
The strategy mirrors moves by other artists trading on nostalgia, much like Fetty Wap partnering with Jimmy John’s for the 1738 “Fetty Wrap” Meal launch, where a cultural moment in an artist’s history becomes the anchor for a brand campaign.
Beyond Reese’s Puffs, GloRilla’s recent brand portfolio includes Adidas Originals and Checkers & Rally’s (both launched July 2025), and Fenty Beauty (February 2025). She has also worked with Tommy Hilfiger and Sprite. This appears to be her first partnership with Reese’s Puffs.
A limited-edition Reese’s Puffs x GloRilla collectible box drops June 29 at $19.99 on ReesesPuffs.com, sequenced intentionally after the song’s release to let streaming buzz drive fans directly to a purchase.
Reese’s Puffs has a well-established pattern of rapper collaborations, having partnered with Travis Scott in 2020 for a limited-edition Cactus Jack box that sold out instantly. Lil Yachty also got his own Reese’s Puffs box and original rap in 2020.
Takeaways
This campaign is textbook nostalgia marketing executed at a high level. Reese’s Puffs didn’t just slap a rapper’s name on a box; they built real music infrastructure around a 16-year-old jingle, gave it a streaming debut, a Lyrical Lemonade music video, and a collectible retail moment. The result is a brand asset that lives on playlists, not just TV spots.
For GloRilla, it’s also a savvy pre-album move: maximum visibility, a personal story to tell, and a revenue stream outside of touring.
With Reese’s Puffs turning jingles into actual streaming hits, are we entering an era where cereal brands compete on the Billboard charts? Does GloRilla’s deep personal connection to the product make this more durable than a typical celebrity food deal, and will fans feel the difference?
