GloRilla Remixes Viral Reese’s Puffs Song in “Truly Irresistible” Music Video

Reese’s Puffs wants to get young adults enjoying a late night bowl of cereal, so the brand has partnered with rapper GloRilla to release a remix of the viral ‘Eat ‘Em Up’ song.

While the original dropped in 2009, the tune has been stuck in people’s heads ever since – evidenced by its recent revival as a popular sound on TikTok. So to tap into the trend of late night music releases, Reese’s and its creative agency MARTIN* have brought the song back with a new spin, a trendy, multi-platinum musician, and a hot new video that gives it the ‘Glo-Up’ it needs.

“The 'Eat 'Em Up' track has always been an iconic part of our brand's history,” says Megan Brooks, business unit director for Reese's Puffs at General Mills. “So it was a natural fit to re-introduce it in a fresh, relevant way that resonated with today's audience and reinforced Reese's Puffs as the ultimate late-night indulgence.

“Our goal was to partner with an artist who not only had immense cultural relevance but also genuinely embodied the bold, fun and unapologetic spirit of Reese's Puffs,” she adds. “GloRilla's ability to create viral moments and her authentic connection with our target demographic made her the ideal choice.”

To ground the remixed song in today’s culture, the creatives teamed up with multimedia studio Lyrical Lemonade, known for turning artist collaborations into standout visual moments, and director Ari Mairena-Dannon (AMD).

“Ari and the whole team at Lyrical Lemonade are machines at cranking out the sickest music videos, which is what we wanted,” share MARTIN*’s senior art director Sophie Marsden and senior copywriter Jacob Knight-Thomas. “Ari also understands our audience and has such a fun surreal style while also keeping everything extremely cool. It was a match made in Reese’s Puffs heaven.”

And even though the song is almost 20 years old, Sophie and Jacob knew that GloRilla’s propensity to go viral, combined with AMD’s visuals and instantly recognisable orange and brown production design from Magnolia Arthouse, meant this match-up would be like “pouring gasoline on a fire”.

“We wanted this to be more than just an advertisement,” adds Megan, “we wanted it to be a genuine music video event, and Ari's unique style and understanding of youth culture were essential to achieving that vision.”

The video’s main inspiration was to turn a late night bowl of cereal into a portal to the ‘surreal’ – with a few nods to the original song, including the peanut butter, chocolate swirl. “It was crucial that the video not only showcased GloRilla's unique energy but also paid homage to the brand's heritage,” Megan explains. “Our aim was to craft a piece of content that felt authentic to both GloRilla and Reese's Puffs, making it a memorable cultural moment.”

The MARTIN* creatives describe the process of bringing this to life on set with AMD and Lyrical Lemonade creative director Cole Bennet, as “so dope”, saying, “[With] practical effects, CGI and all, we cooked up something truly irresistible. We threw a pool party in a giant cereal bowl, drove an old-school car down a peanut butter-chocolate road, and had everyone on set singing, ‘Eat ‘Em Up! Eat ‘Em up!’ til 3am!”

Megan agrees that the energy was palpable – a testament to the collaborative spirit of everyone involved. “Seeing the dedication to every detail, from the giant cereal bowl to the practical effects, reinforced our belief in the power of this campaign to connect with fans in a truly unique way,” she says.

Large-scale collaborations like this, along with a complex production schedule, inevitably come with challenges, but Megan says the team worked collectively to ensure the strategic intent of the campaign was never compromised. “It was about maintaining clear communication, trusting our partners, and staying agile to ensure the final output truly reflected the Reese's Puffs brand and resonated with our audience,” she says.

With the music video, an interview, social content and a photoshoot all stacked into one production day, the creatives say that the plan was simple: “go fast, nail what matters most, stay ready to pivot”.

This demanded that they trust the process, make calls on the fly, and let the team's talent shine to land the vision in a fun, authentic way. “Every box [was] checked, and every deliverable hit hard without losing an ounce of the creative spark that made it special,” they add.

In addition to the music video, now playing on the brand’s YouTube channel, Reese’s Puffs also released a limited-edition, collaborative GloRilla cereal box, available online for fans while supplies last. The packaging features custom design details inspired by the remix, which launched on streaming platforms Spotify and Apple Music last week.