As previously reported, WWE has signed a deal with Post Cereals to put John Cena on Fruity Pebbles boxes. One of the reasons that Post signed the deal is because the sweepstakes in January of 2012 which gave fans a chance to meet Cena had one of the highest redemption rates that Post has ever seen. The new promotion will be part of WrestleMania AXXESS, with a "Fruity Pebbles" ball pit for kids among other activities.
The new Cena boxes will have a contest where the winner will be flown to WrestleMania weekend.
The following press release was sent out Tuesday:
WWE® AND WWE SUPERSTAR JOHN CENA® TEAM UP WITH POST PEBBLES CEREAL IN NEW PROMOTIONAL PARTNERSHIP
Parsippany, NJ / January 8, 2013 — Beginning today (for a limited time), WWE Superstar John Cena and Bamm-Bamm will replace Fred Flintstone on the front of more than 8 million Post Fruity Pebbles and Cocoa Pebbles cereal boxes as part of a promotional partnership between Post Foods and WWE. Pebbles Cereal, WWE and John Cena started their partnership in 2012 after WWE Superstar Dwayne "The Rock®" Johnson teased Cena about the brightly colored ring gear he wore, saying Cena looked like he was "running around like a big bowl of Fruity Pebbles." This led to fans chanting "Fruity Pebbles" in arenas whenever Cena would enter the ring.
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."
"John Cena is definitely a favorite celebrity among many of our Pebbles Cereal fans," said Ms. Pupel. "We are excited that he will temporarily flex his muscle on our boxes alongside Bamm-Bamm, one of the most-loved Flintstones characters. We're looking forward to engaging with our fans in 2013 at premiere WWE events."