The last week of February saw Fruity Pebbles cereal celebrate National Cereal Day – 7 March – by teaming up with a pair of sporting heavyweights in Nike and LeBron James for a playful 2022 partnership which includes a limited edition pair of branded kicks, an ambassador fronted advertising campaign and a limited edition product.
Pebbles, which is a Flinstones-themed line of breakfast cereals made by Post Consumer Brands under license from Warner Bros Consumer Products, collaborated with sportswear behemoth Nike and basketball superstar LeBron James (who claimed it was his favourite childhood cereal) for what the trio describe as a ‘colourful, flavourful and magical’ way for fans to celebrate this season.
The initiative tipped-off with the release of a co-branded pair of limited edition Nike LeBron James 19 Low kicks collaboratively designed by the sports apparel giant Nike and Pebbles. The ‘Nike LeBron James 19 Low Magic Fruity Pebbles’ shoe is a colourful pair of trainers which features photography of the Magic Pebbles red and yellow rice flakes.
The kicks’ real magic comes in the form of the 19 Low’s Photochromic DCS Technology which sees the shoe’s airbag use the power of the sun’s UV light to transition a completely clear Air unit to a purple colourway (just as the cereal’s red and yellow flakes turn the milk purple).
Thus, the ‘Fruity Pebbles x LeBron’ collaboration enables fans to unlock two colorways on- and off- court.
The shoe launch is paired with the roll out of gluten-free Magic Fruity Pebbles cereal available for a limited time at select retailers across USA from 7 March.
To find a nearby store consumers are invited to visit www.postpebblescereal.com and to follow Pebbles on Facebook and Instagram on which the brand rolled out social campaign content.
Watch out Fred… it’s not just Barney stealing your PEBBLES™ anymore…
Introducing the NEW Magic Fruity PEBBLES color changing cereal! Stay tuned for more news on the Nike LeBron 19 Low "Magic Fruity PEBBLES“ shoes- coming soon. pic.twitter.com/1Dh9qQ1wPT
— PEBBLES™ Cereal (@PebblesCereal) February 24, 2022
The tripartite initiative is promoted through a pair of consumer engagements: an on-pack promotion that offers fans 20% off a single item at Nike.com and sweepstakes for a chance to win your very own pair of the ultra-limited-edition Nike LeBron19 Low color-changing shoes.
Both campaign strands were accessible via the web hub at MagicFruityPebbles.com.
Plus, Pebbles is hosting a ‘YABBA DABBA Dunk Contest’ for kids aged 6 to 15 years-old starting on 10 March. Consumers are invited to submit their most creative dunks and trick shots at www.createwithpebbles.com for a chance to win a year’s supply of Pebbles cereal and a chance to be featured on the JumboTron at a professional basketball game.
“To have an original pair of my Nike sneakers pay tribute to my favorite cereal growing up is surreal,” commented James. “Putting them on and seeing the colorway come to life is even better.”
“The Pebblesbrand is all about finding new ways to surprise and excite fans,” said Pebbles Head of Licensing Leah Broeders,. “We’re thrilled to be partnering with Nike to launch this one-of-a-kind color-changing collab just in time for National Cereal Day. When we learned that LeBron was a HUGE fan of the cereal when he was a kid, we knew this was a no-brainer. It’s truly the biggest partnership since the stone ages!”
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