Home  › Marketing › Strategies
cocoa-pebbles-kyrie

Pebbles Asks Kids to Declare Loyalty to #TeamFruity or #TeamCocoa

  |  January 2, 2014   |  Comments

2014 is shaping up to be a busy year for Post’s Fruity and Cocoa Pebbles cereals. With a friendly competition brewing, a microsite launches January 6.

cocoa-pebbles-kyrie2014 may be the Year of the Horse according to the Chinese zodiac, but it's the year of Team Fruity and Team Cocoa as far as Post Foods is concerned.

Post is launching a friendly competition between its Fruity Pebbles and Cocoa Pebbles brands to see which cereal is most popular among fans and is asking kids to choose #TeamFruity or #TeamCocoa.

The brand says online and mobile competitions from January to September will rally support for each flavor. However, Jennifer Mennes, director of media and public relations for Post Cereal, hopes the effort is "an evergreen platform" that lives on and evolves after September.

Fans will be able to declare their love for their favorite flavor by visiting a microsite and downloading an app that encourages them to vote, take photos and play games. The microsite, which is a "light" version of the upcoming app, launches January 6. The app will be available February 10 for both iPhone and Android devices.

According to Post, fans will be asked to complete challenges like making team spirit items such as pennants out of Pebbles boxes and sharing them through Instagram, with the hashtag #TeamFruity or #TeamCocoa.

According to Mennes, the app "creates an ongoing conversation with our fans around missions they can participate in, games they can play and contests they can enter into throughout the year and creates a story around, ‘Are you on Team Fruity or Team Cocoa?'"

The move comes as children are migrating more to mobile devices, she adds.

In addition, WWE Superstar John Cena will return to the front of Fruity Pebbles boxes and will serve as captain for Team Fruity and NBA All Star Kyrie Irving will take his "long-time love for Cocoa Pebbles to the next level" by appearing on Post Cocoa Pebbles boxes as captain of Team Cocoa, Post says. The specially branded boxes will be on store shelves in mid-January, Mennes says.

Each team captain is also drumming up support for a nonprofit. Cena will be raising awareness for Hire Heroes USA, an organization dedicated to creating job opportunities for military veterans and their spouses; Team Cocoa will help Irving reach out to middle schools, high schools and the larger community to help educate people about the unique skills and needs of people with intellectual and developmental disabilities through the nonprofit Best Buddies.

"What we know is that for our Pebbles fans and loyalists, they really gravitate toward either Fruity or Cocoa and we thought, ‘Why not have a friendly competition to elevate both flavors under one master brand platform to really help elevate them both behind Team Pebbles?'" Mennes says.

The campaign targets six- to eleven-year-olds, which Mennes says is "really the sweet spot of who is consuming the product."

She notes the games and app are geared to that age group, as well as to create fun and engagement.

In addition to the competition, the brand is expanding its social media presence beyond Facebook to Twitter and Instagram.

Mennes says the Twitter handles -- @GoTeamFruity and @GoTeamCocoa -- are "just getting launched" and will go live in mid-January.

Pebbles Cereal has 141,000 likes on Facebook.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...