LOS ANGELES, CA – POM Wonderful recently launched its most robust digital campaign in brand history. The company’s largest digital spend to date, this multimillion dollar media plan is hyper-targeted to reach health-conscious consumers. Titled “Dolphin,” the new ads feature Jeff Kowalczyk, a man living with a live dolphin impaled through his chest. Even with this massive upset, Jeff doesn’t let his “health scare” slow him down.
“As you start to get a little older, thinking about your health is never fun, yet nothing could be more important,” said Darren Moran, Chief Creative Officer of Wonderful Agency, the in-house agency that created the campaign. “We came up with the metaphor of dolphin impalement to make the subject of health scares a little less, well…scary, and to deliver the POM message in a way that’s impossible to ignore. We think Jeff’s story will inspire a lot of folks to get a little healthier with POM, or to at least steer clear of the beach.”
In a press release, the company revealed that the creative executions will be shown on relevant TV shows (The Doctors and Dr. Oz), online (through WebMD, CNN Health, and FoxNews Health), and on screens in doctors’ offices across the country. These spots use humor to talk about what people typically want to avoid: what they should do after a health scare.
“Whether through a health scare of their own or simply feeling winded after playing with their kids, consumers often experience a realization that causes them to make better choices around their diet and health,” said Adam Cooper, Vice President of Marketing. “POM Wonderful has seen a strong growth trajectory in the past year, reaching best-ever months of sales for the past 12 months. In fact, our 48 oz 100 percent Pomegranate Juice has been the highest selling item in the category in the grocery store channel for two years now, which demonstrates that consumers are figuring out how to incorporate our healthy beverage into their everyday lives.”
The “Dolphin“ campaign is inspired by POM Wonderful’s research, which reveals that consumers of POM Wonderful 100% Pomegranate Juice often turn to the beverage after experiencing a health awakening—a moment in time that makes them reassess their health choices. Once learning about the benefits of drinking POM Wonderful, consumers incorporate the beverage into their lifestyle, just like Jeff did after his own dolphin-imposed health awakening.
To view the complete new ad campaign, interested parties can visit https://www.pomwonderful.com/dolphin.
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