Los Angeles-based POM Wonderful is launching a new marketing campaign to communicate the health benefits of antioxidants and try to establish POM Wonderful 100 percent pomegranate juice as the “Antioxidant Superpower.”
“Two-thirds of super premium juice consumers report looking for antioxidants when making food and beverage choices—and we’re continuing to provide the solution,” says Charlotte Mostaed, director of marketing for POM Wonderful. “Antioxidants help fight free radicals which may damage our cells, and our 100 percent pomegranate juice has four times the antioxidant potency of green tea and more antioxidant potency than cranberry juice, grape juice or red wine, according to an in-vitro study at UCLA. As the Antioxidant Superpower, we’re dedicated in our efforts to provide insights and awareness around a benefit that is so important to our consumer.”
The campaign was created by The Wonderful Co.’s in-house creative team, Wonderful Agency, and includes digital advertisements on Facebook and Instagram and print advertisements running in Runner’s World, WebMD, Better Homes & Gardens and more. The campaign also is supported with rejuvenated TV spots starring The Worry Monsters—inner voices of doom and gloom who complain that their once unhealthy and fretful humans have started making healthier choices, like drinking POM Wonderful 100 percent pomegranate juice. The ad will run during nationally syndicated doctor shows into the new year.
Additionally, POM Wonderful continues to invest in the super premium juice category, accounting for nearly 7 percent of the overall growth of the category from 2016 to 2018, with the 48-oz. SKU growing by $18.3 million during that period.