WWE Superstar John Cena is playing up his ring nickname Fruity Pebbles in a new promotional partnership between Post Foods and the WWE. For a limited time Cena and Bamm-Bamm will replace Fred Flintstone on boxes of Post Fruity Pebbles and Cocoa Pebbles cereal.
The nickname Fruity Pebbles came from another WWE Superstar, Dwayne “The Rock” Johnson, who teased Cena about the brightly colored ring gear he wore, saying he looked like he was “running around like a big bowl of Fruity Pebbles.”
In January 2012, Post featured Cena on boxes of Fruity Pebbles alongside a WWE sweepstakes and saw its highest redemption rates ever. Now, Post and WWE are renewing the partnership for a yearlong promotion that features Cena more prominently on cereal boxes and also includes a sweepstakes, photo app and activities at three WWE events this year.
“Given the strength and fit of the two properties, we knew that the partnership would be successful since both brands share common consumer demographics,” says Sharon Pupel, director of marketing, Post. “WWE broadcasts are largely a family viewing event with more parents watching WWE with their children than any other sports league.”
In addition to the 8 million cereal boxes, the promotion includes a sweepstakes to win VIP tickets to WWE’s WrestleMania 30 in 2014 and tailgate-like experiences at three WWE events this year. The events will feature a Fruity Pebbles ball pit and activity stations.
During the back-to-school season, Post will produce another 5 million packages of Pebbles cereal featuring a photo app where fans can create a picture of themselves with Cena.
“We are excited to have a multi-year deal with Post and see the WWE and John Cena on the front of millions of Pebbles cereal boxes all across the country,” says Andrew Judelson, executive vice president, sales and partnership marketing, WWE. “At WWE, we pride ourselves on delivering family-friendly entertainment and look forward to activating our partnership with Post even further at key WWE events later this year.”