POM Wonderful is launching a new marketing campaign to highlight the health benefits of antioxidants of POM Wonderful 100 percent Pomegranate Juice. The advertisements display the POM bottle in various designs that demonstrate the health benefits of antioxidants.
“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,” said Charlotte Mostaed, Director of Marketing, 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 Company’s in-house creative team, Wonderful Agency, and includes digital advertisements on Facebook and Instagram and print advertisements. The campaign is also supported with TV spots starring The Worry Monsters. The TV spot will run during nationally syndicated doctor shows into the new year.
POM Wonderful says it has the highest brand association with antioxidants of any brand in the "super premium juice" category and is aiming to educating the consumer by providing insights and awareness around antioxidants. According to the company, it accounts for nearly 7 percent of the overall growth of the super premium juice category from 2016 to 2018, with the 48 oz. SKU growing by $18.3 million during that period.
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