POM Wonderful is launching a new marketing campaign for its pomegranate juice, focusing on the health benefits of antioxidants.
Dubbed the Antioxidant Superpower by the company, POM Wonderful juice will be promoted with health messaging in digital platforms including Facebook and Instagram, along with ads Runner’s World, WebMD, Better Homes & Gardens and other print publications, according to a news release.
“Antioxidants help fight free radicals which may damage our cells, and our 100% Pomegranate Juice has four times the antioxidant potency of green tea and more antioxidant potency than cranberry juice, grape juice, or red wine, according to an in-vitro study at UCLA,” Charlotte Mostaed, director of marketing for POM Wonderful, in the release. “As the Antioxidant Superpower, we’re dedicated in our efforts to provide insights and awareness around a benefit that is so important to our consumer.”
The company is bringing back the Worry Monsters, “larger-than-life inner voices of doom and gloom,” according to the release, who thrive when their human counterparts are downtrodden. Their main complaint is that humans are making healthier choices, like drinking POM Wonderful’s juice. The TV ads will air on syndicated doctor shows into 2020.
POM Wonderful sales in the “super premium” juice category accounted for nearly 7% of the overall growth in the category from 2016-18, with the 48-ounce stock-keeping unit growing by $18.3 million during that period, according to the release.
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