GloRilla Remixes the 2009 Reese's Puffs Rap Buzzing on TikTok

Reese’s Puffs just released a GloRilla remix of its 2009 "Eat 'Em Up" rap.

The track is now available on Spotify and Apple Music, alongside a music video on the cereal brand’s YouTube channel and social platforms.

The brand made the music video with multimedia company Lyrical Lemonade, while Ari Mairena-Dannon, who goes by AMD, directed it.

The collaboration places a familiar piece of brand music inside the release system of a current hip-hop track.

"The 'Eat 'Em Up'campaign represents a natural evolution of the brand’s connection to culture," Reese’s Puffs Business Unit Director Megan Brooks told DesignRush.

"We wanted to honor the legacy of our iconic original rap while simultaneously introducing it to a new audience in a truly engaging way."

Brooks added that GloRilla brought the late-night energy needed to update the track for current listeners.

A 16-year-old jingle becomes a track people choose to stream, giving Reese's Puffs a piece of its branding that earns a second life far past the original ad.

A Jingle Returns as a New Track Release

The original "Eat 'Em Up" rap debuted in 2009 and recently resurfaced through TikTok posts and fan-made content.

GloRilla also remembers hearing the song while watching television with her siblings after school.

This personal connection gives the collaboration a credible link to the original campaign.

GloRilla updates the sound and introduces the track to her audience, while Lyrical Lemonade gives the video the visual language of a current music release.

Distribution through CMG/Interscope also places the remix alongside GloRilla’s regular catalog on major streaming platforms.

The full-length track gives Reese’s Puffs a brand asset that listeners can replay, share, and add to playlists.

Routing the jingle through real music infrastructure lets it compete for streams beside actual hip-hop releases.

Every replay and playlist add keeps the cereal in front of listeners, earning the kind of organic reach no paid placement can buy.

A Collectible Box Follows the Song

A limited-edition Reese's Puffs x GloRilla box arrives on June 29.

It sells for $19.99 on ReesesPuffs.com at 1 p.m. ET while supplies last, priced and packaged as a collectible for fans.

Releasing the song first lets it circulate on streaming and social before the box opens a direct way to buy.

Selling straight from the brand's site makes every sale a measurable signal, hard proof of demand that Reese's Puffs can bring to its next campaign.

The campaign offers three useful takeaways for teams attempting a similar approach:

• Build from an asset audiences already revived. Recent fan content gave Reese’s Puffs evidence that the hook still carried cultural recognition.
• Give each partner a defined role. The artist, label, and video collectively connect the campaign with separate parts of music culture.
• Sequence media and merchandise. The song creates reach first, then the box captures paid demand.

The model only works if the song earns its reach first. A collectible box means nothing without the streams and shares to drive fans toward it.

Our Take: Does the Brand Own the Hook?

We think the next task is protecting brand attribution as "Eat 'Em Up" moves between artists and platforms.

The remix strengthens Reese’s Puffs only if listeners still connect the hook with the cereal after the collaboration leaves its launch window.

The fix is to lock a few cues into every version, like the central rhythm, the product name, and the closing phrase.

Any future artist can then reinterpret the track without the brand fading out of it.

Reese's Puffs should also watch whether people recall the cereal unaided, search for it by name, and credit it when they reuse the sound.

Streams measure reach. Recognition measures whether the brand actually got stronger.

Get this right, and the hook carries into future remixes, games, and live shows without rebuilding the idea each time.

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