POM Wonderful returns to TV advertising

Dive Brief:

  • POM Wonderful is returning to television advertising — two years after its last campaign earned a censure from the FDA for going too far in making health claims about the brand. 
  • The new ads, part of a campaign dubbed "Crazy Healthy," feature pomegranate-colored creatures fighting illness-causing free radicals on behalf of consumers. 
  • The pomegranate juice brand also recently revamped its line of teas and began offering packages of pomegranate arils through the end of the fresh pomegranate season in January.

Dive Insight:

There's something strangely combative about POM Wonderful's attitude about marketing. Whether it was the brand's in-you-face response to the FDA or its ongoing legal battle with Minute Maid, POM seems to like a fight.

So it's not surprising that the new ads feature sword-swinging samurai, a team of archers, a club-wielding monster and, our personal favorite, a fire-breathing dragon.

Filed Under: Manufacturing Grocery Corporate Food Safety Marketing