SBD/Issue 238/Sponsorships, Advertising & Marketing
Breakfast With Chad: PLB Sports Launches Ochocinco's Cereal
Published August 25, 2010
Cereal For NFL Player
Pittsburgh-based PLB Sports and Bengals WR Chad Ochocinco have created Ochocinco's cereal, according to Steve Watkins of the BUSINESS COURIER OF CINCINNATI. Ochocinco will introduce the cereal Tuesday, Sept. 7, at 11:30am ET at the Kroger Marketplace store in Newport, Ky. The cereal's box "features a picture of No. 85 wearing his Bengals jersey and holding up two giant O-shaped pieces of the honey nut toasted cereal." The product marks Ochocinco's "latest venture into the nation's conscience," as he "appeared on ABC's 'Dancing With the Stars' last spring and then went into the reality TV dating business with 'Ochocinco: The Ultimate Catch' on VH1 during the summer." Watkins noted PLB Sports "has been at this athlete-cereal game for a while," and its "best-known product in that arena was Flutie Flakes," created in '98 featuring then-Bills QB Doug Flutie (BIZJOURNALS.com, 8/24). CNBC.com's Darren Rovell reported the cereal will be "sold exclusively at Cincinnati-area Kroger's," as well as on the PLB Sports website. PLB Sports President & CEO Ty Ballou said that a "successful run would be to sell 100,000 boxes, but if the Bengals make it to the Super Bowl, he could imagine hitting the 1 million mark." PLB Sports sold close to 3 million boxes of Flutie Flakes, and Ballou said that he is "not counting out Ochocinco -- who is a social media magnet -- from the sales record books" (CNBC.com, 8/24). The CINCINNATI ENQUIRER writes Ochocinco "has become a marketing machine." He "has a way of making the news for his on-and-off field antics, and has been sticking his hand in cookie jars across entertainment and social media" (CINCINNATI.com, 8/25).