The Wrestling Post – Cena returns to Fruity Pebbles box
January 8, 2013
AdAge.com reports that WWE wrestler Jon Cena will be involved in a Fruity and Cocoa Pebbles promotion in which Cena will grace the boxes of 4 million boxes. Cena’s presence will grace the cover of the kid’s cereal.
Cena famously (or infamously) received the nickname of “Fruity Pebbles” from The Rock during the leadup to their main event match at Wrestlemania 28. In describing Cena’s colorful ring attire, The Rock called him “Fruity Pebbles” in what was likely a PG ad lib.
Last year at about this time, the WWE and Post Cereal announced an initial deal in which Cena would grace the cereal box of Fruity Pebbles. This time around, Cena will replace Fred Flinstone on the cereal box.
Payout Take: The deal is the “most-significant partnership with a mainstream, family food brand since the organization began seeking such deals” in toning down its content according to the AdAge article. While the “Fruity Pebbles” moniker could be taken as a jab at Cena’s sexual preference, the WWE contends that it is a commentary on Cena’s ring attire. The second straight year of Cena on the cereal box helps foster further inroads into finding more family friendly, mainstream partnerships. The deal is an interesting commentary on how the WWE has been able to curb its content to appeal to a bigger, family friendly audience as compared to the “Attitude” era. While its still able to have some matches of “violence,” most of its content on television is acceptable for children.