Pom Wonderful® Unveils New Branding and Campaign as it Kicks Off Pomegranate Season; Stacey Anker and Adam Cooper Discuss

Wed. November 10th, 2021 - by Jenna Plasterer

LOS ANGELES, CA - Sometimes, a new look can make a world of difference for both people and brands. Looking to make a splash as it kicks off its 2021 California pomegranate season, a refreshed image is exactly what POM Wonderful® is bringing to the table as it revealed new branding for its Pomegranate Fresh Arils. To show off the updates, the company will also be launching its largest digital marketing campaign ever.

“We are thrilled to kick off our 2021 season with new branding supported by our biggest digital marketing campaign, showcasing the ease of enjoying antioxidants with POM Wonderful Pomegranate Fresh Arils,” said Stacey Anker, Director of Marketing. “With the holidays approaching, we hope to inspire consumers to use POM Arils in their holiday spreads to add the perfect pop of ruby-red color and antioxidant goodness.”

Kicking off its 2021 California pomegranate season, POM Wonderful has revealed new branding for its Pomegranate Fresh Arils

The product formerly known as POM POMS (Prince reference fully intended) will now be labeled as POM Wonderful Pomegranate Fresh Arils, according to a press release. To reinforce the connection in consumers’ minds between the juicy arils and POM Wonderful pomegranates, the brand has debuted new packaging along with its newest digital campaign, showcasing how easy it is to enjoy the delicious treat as a snack or to elevate a recipe—especially during the holidays.

Part of a multi-million-dollar marketing investment, the digital campaign consists of two new epicurean and antioxidant campaigns, highlighting POM Wonderful Pomegranate Fresh Arils as the convenient way to indulge in pomegranates. With its arils, it’s easier than ever for shoppers to get antioxidants, as shown in the Insta-Antioxidants digital campaign, which features a POM Wonderful pomegranate being harvested at peak freshness and quickly transformed into a POM Pomegranate Arils cup.

Adam Cooper, Senior Vice President of Marketing, The Wonderful Company“As the No 1. arils brand sold nationwide, we are excited to see POM drive category growth and raise consumer awareness for snacking and epicurean uses of fresh pomegranates,” said Adam Cooper, Senior Vice President of Marketing. “With the Insta-Antioxidant campaign, we hope to showcase how quickly and easily consumers can enjoy pomegranate arils, while also benefiting from the antioxidant power of POM.”

The epicurean campaign will focus on delicious recipes featuring strong pomegranate flavors. Showcasing offerings ranging from appetizers to desserts and cocktails, consumers will be inspired to add POM Wonderful Pomegranate Fresh Arils to their baskets and then into their favorite meals this holiday season.

To support the new branding, POM Wonderful has also added new packaging to complement its biggest ever digital marketing campaign

Created by The Wonderful Company’s in-house creative team, Wonderful Agency, the digital campaign includes advertisements on Facebook, Instagram, Pinterest, and Snapchat. It also features shopper marketing, consumer public relations, new POS materials, and a November FSI.

Showing off this revamped look to the world, what will POM Wonderful be inspired to do next to accelerate growth? Keep reading AndNowUKnow to find out.

POM Wonderful®