LBJ X Fruity Pebbles
(Agency)
(Client)
(Role)
Insight + Strategy
Post Cereal partnered with The Barbarian Group to create social-first stunts that would generate hype around the LeBron James x Fruity PEBBLES x Nike shoe collaboration.
With powerhouse partners like Nike and LeBron involved, the challenge was ensuring Fruity PEBBLES didn’t get lost in the noise. Our goal was to carve out a distinct, culturally relevant role for the brand—one that felt native to fans and memorable beyond the sneaker drop.
Our strategy was to leverage this once-in-a-lifetime partnership to turn Fruity PEBBLES fans into true fanatics—positioning the cereal as a lifestyle and culture icon, not just a breakfast staple. We aimed to drive meaningful social engagement by giving fans something only Fruity PEBBLES could offer.
Through early collaboration with Barbarian’s strategy team, we uncovered a key insight: fans were already obsessively personalizing their PEBBLES. From TikToks and blogs to Instagram posts, people were remixing the cereal—sorting colors, creating recipes, and even experimenting with unconventional uses. That behavior sparked a powerful connection to Nike’s customization culture.
The idea: If you can customize your sneakers, why not your cereal?
We proposed a social stunt that repurposed Nike’s existing Nike ID–style customization experience. On the Nike app and website, fans could mix and match PEBBLES flavors—Fruity, Cocoa, Marshmallow, and Magic—to create their own custom cereal blend. Fans would submit their creations for a chance to win the highly anticipated LeBron x Fruity PEBBLES Nike shoe.
The experience was amplified across Instagram, TikTok, Facebook, Twitter, Nike’s owned channels, and sneakerhead platforms—meeting fans where they already live and share culture.
Creative platform + activation
RESULTS
By tapping into real fan behavior and pairing it with Nike’s customization technology, the campaign gave Fruity PEBBLES a clear, ownable role in the collaboration. The brand stood out as playful, culturally fluent, and participatory—driving social engagement, user-generated content, and hype around the launch while reinforcing Fruity PEBBLES as more than just a cereal, but a creative canvas for fans.