POM Wonderful Debuts Ad Campaign; Benal Serin and Margaret Keene Comment
LOS ANGELES, CA - Spooky season is here! A time to be frightened by ghosts, goblins, ghouls, and free radicals? You read that right. POM Wonderful has launched its new nationwide campaign Real Life is Scary: Protect Yourself With POM, showcasing to consumers how the antioxidant power of POM Wonderful 100 percent Pomegranate Juice can protect against free radicals, the unstable molecules that cause damage to our bodies.
“I’m excited to bring a new approach to our marketing that is playful and promotes the well-being of our consumers,” said Benal Serin, Senior Vice President of Marketing at POM Wonderful. “In a time when consumers are looking for better-for-you options, POM Juice is the Antioxidant Superpower® and a daily defense against free radicals. We hope to educate and inspire consumers to take control of their health.”
In a series of comically spooky ads, the health antagonists—portrayed as ghosts, aliens, and vampires—represent free radicals that pop up in everyday locations. According to a release, with every sip of POM Juice, the polyphenols in POM protect the protagonist against free radicals.
The campaign was developed by The Wonderful Company’s in-house creative team at Wonderful Agency.
“The past few years have brought an even greater awareness to our health,” said Margaret Keene, Chief Creative Officer at Wonderful Agency. “Through this campaign, we wanted to bring a lighthearted approach that shows how these moments are made easier when you have an antioxidant defense, highlighting POM’s health benefits in an imaginative yet relatable way.”
POM Wonderful’s new campaign will run on targeted in-stream on connected TV, digital and mobile, linear TV, and cinema. It will also appear on YouTube, Facebook, Instagram, and at select Spotlight Cinema theaters.
What other creative campaigns will launch this fall? Keep reading AndNowUKnow to find out.