Reese's Puffs Brings Back Its Cult-Classic Jingle With a GloRilla Remix

A cereal jingle from 2009 just found its way back onto the charts.

Reese's Puffs partnered with rapper GloRilla to remix its viral "Eat 'Em Up" song, turning a track that never really left TikTok into a full music video release.

The original tune has circulated as a popular TikTok sound for months, giving General Mills a clear opening to bring it back with new production behind it.

"The 'Eat 'Em Up' track has always been an iconic part of our brand's history," said 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."

She added that GloRilla's "ability to create viral moments and her authentic connection with our target demographic made her the ideal choice."

To bring the remix to life visually, agency MARTIN brought in multimedia studio Lyrical Lemonade and director Ari Mairena-Dannon, known online as AMD.

The team used the brand's established orange and brown color scheme to keep the video visually tied to the cereal box itself.

Building a Surreal Bowl

The video's concept makes a surreal setting out of a late-night cereal bowl.

It contains visual nods to the original spot, including the peanut butter and chocolate swirl the brand is known for.

"It was crucial that the video not only showcased GloRilla's unique energy but also paid homage to the brand's heritage," Brooks said.

On set, the production included a pool built inside a giant cereal bowl and a car driven down a peanut butter and chocolate road.

The MARTIN creative team described these elements as central to giving the shoot its identity.

Alongside the release, Reese's Puffs launched a limited-edition GloRilla-branded cereal box, sold online while supplies last.

The song is now streaming on Spotify and Apple Music, and the full video is live on the brand's YouTube channel.

Reese's Puffs joins a growing list of food and beverage brands treating an old song as new inventory.

MUG Root Beer took a similar approach earlier this year, pairing Yung Gravy with a '90s parody track to launch its first limited-edition flavor, Vanilla Howler.

Both campaigns tie a familiar sound to a product people can only get for a limited time, giving fans a reason to make a move before the shelves run out. 

Why Old Songs Keep Selling New Products

Sound has become one of the more reliable levers brands have on TikTok.

Users who prefer brand content built around trending music make up 67% of the platform, according to Metricool.

Meanwhile, 75% of TikTok users say they've discovered new artists through the app, per SoundCamps.

This genre of built-in discovery is exactly why an older track resurfacing organically, before a brand ever steps in, tends to make the eventual campaign land faster.

This kind of song revival is a version of what's known as nostalgia marketing, and Reese's Puffs is using a sound strategy to reach a younger audience that never heard the original.

Marketers watching this rollout should take away a few things:

• Match the artist to the sound: GloRilla's own knack for going viral gave the remix a second engine.
• Treat a resurfacing sound as a signal: The track was already circulating before Reese's Puffs stepped in, which meant the audience groundwork was done ahead of launch.
• Give fans something to both buy and watch: The limited-run cereal box gave the campaign a commercial outcome beyond streams and views.

A song that's already done rounds on the internet gives a brand more room to build something people want to own.

Our Take: Can Music Give Cereal a New Audience?

What gets us most about this video is the world it builds around a bowl of cereal.

A pool inside the bowl, a car driving down a road made of peanut butter and chocolate; none of that exists to sell a spoonful of Reese's Puffs.

It exists to make the brand feel like it belongs somewhere it's never been before.

That's what GloRilla does here that a returning jingle alone couldn't.

She hands Reese's Puffs an audience that grew up nowhere near this cereal aisle, one that discovers the brand through her.

A cereal box becoming part of someone's music discovery is a strange kind of win, and it's not one General Mills could've bought with product shots or standard ads alone. 

Brands planning a retail relaunch often work with partners that can clarify positioning before shelf pressure sets in.