In January 2012, Post printed more than 3 million Fruity Pebbles
cereal boxes featuring Cena, including a sweepstakes to meet the WWE
Superstar. Partnering with John Cena to communicate the powerful taste
of
Fruity Pebbles cereal resulted in the highest redeeming on pack promotion in recent Post history.
“Given the strength and fit of the two properties,
we knew that the partnership would be successful since both brands share
common consumer demographics,” said Sharon Pupel, Director of Marketing
at Post. “WWE broadcasts are largely a family
viewing event with more parents watching WWE with their children than
any other sports league.”
Coming off the successful 2012 campaign, Post
decided to build upon the partnership in 2013 with WWE and John Cena.
In addition to making Cena more prominent on the packaging, which is
currently on shelves, Post has developed several other
marketing initiatives to be pulsed throughout the year. For example,
fans can participate in a sweepstakes via the PebblesMania.com
interactive gaming site to win tickets and a VIP experience to WWE’s
WrestleMania® 30 in 2014; all they need
is the unique code found on specially marked boxes of Pebbles cereal.
During the back to school window, Post will produce another 5 million
packages of
Pebbles cereal featuring a fun photo app where fans can create picture of themselves with Cena.
Additionally, young fans can participate in Pebbles’ tailgating-like experiences at three major WWE events in 2013, starting with Royal Rumble® on January 27. Young fans will be able to jump into a ball
pit designed to look like a giant bowl of Fruity Pebbles, create “Pebbles fan” posters used to cheer on their favorite WWE Superstars in the arena, and of course, sample
Fruity and Cocoa Pebbles cereal.
"It's been a life-long dream to be on a cereal box
and I'm proud to represent WWE as part of our partnership with Post,"
said WWE Superstar John Cena. "It's an incredible honor to be recognized
by Post, and I'm looking forward to joining
millions of families at their breakfast table across the country."
“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,” said 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.”
