Reese's Puffs has sought artist partnerships to stake out a more distinctive brand positioning in a category known for marketing to kids and moms. The marketer last spring linked with the rapper Lil Yachty on unique cereal boxes and a toy yacht featuring a waterproof speaker and "Milkcuzzi" to eat its puffs out of. In September, it teamed with singer-songwriter Tinashe to promote limited-edition cereal boxes that doubled as music-makers.
General Mills broadly has been pushing to embrace digital tactics as it evolves its marketing strategy in a world shifting more to streaming and social media. The company parted ways with global marketing chief Ivan Pollard in May and has not sought a replacement amid a larger reorganization.