There are some companies out there that just tickle your fancy. You may be fans of the actual product, or just fans of the company, or fans of the people running the company. But something about the brand just keeps you fascinated about their moves and actions.
Those statements describe us and POM Wonderful. Remember early last year when the FTC slapped POM with fines and regulations about what they could or couldn't say, and that they had to provide certain education to the consumers about exactly what is in POM's POM Wonderful pomegranate juice?
Remember when POM basically said "watch this"?
These new ads are even better than the ones they did previously.
So POM is rolling out a series of ads called "crazy healthy," and all of them are intentionally over-the-top. Perhaps with us being a part of the Millennial generation, the over-the-top humor fits our personality.
See our favorite one below.
The groups of archers, the Cyclops, and the samurai are also pretty good. We just appreciated seeing the huge, scary dragon struggling to fix the yoga mat.
We love that POM has not lost its "get after it" mentality. Too many brands step away from their own personalities when they get slapped on the wrist by the FTC or its advertising subsidiary.
Brands have not been created to please the critics. Brands are here because certain markets have determined that their lives are better with that certain brand being a part of it. And in places like the United States, there is nothing wrong with that. POM is doing exactly what it is supposed to do — creating content that people will share and consider.
This is what advertising is all about. Do we drink POM Wonderful all the time? No, we don't. But the next time we're in a grocery store and we see it and we feel like getting something extra, would we pick it up?
It takes money to create those kind of ads. And POM can only create ads about their crazy healthy offerings if people are buying them.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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