The U.S.’s largest grower and producer of fresh pomegranates and pomegranate juice, POM Wonderful, has launched a multifaceted ad campaign, including its most robust digital effort in brand history, titled ‘Dolphin’.
The humorous new ads feature a man living with a live dolphin impaled through his chest, who doesn’t let his “health scare” slow him down.
In fact, he and his wife soon realize that the experience was the wake up call they needed to take their health more seriously, including incorporating POM Wonderful 100% Pomegranate Juice into their diet for antioxidants and a good source of potassium.
The campaign has been targeted to reach a health-conscious audience, so the ads will be shown on contextually relevant TV shows, online and in doctors’ offices across the country.
POM Wonderful said they poke fun at mundane pharmaceutical industry advertisements and use humor to encourage people to talk about what they should do following a health scare.
Adam Cooper, the company’s vice president of marketing, said that consumers often experience a realization which makes them become healthier.
“Our 48 oz. 100% 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,” he said.
The ‘Dolphin’ campaign is inspired by this research and that realization that healthier choices need to be made, Wonderful said.
“We came up with the dolphin metaphor of dolphin impalement to make the subject of health scares a little less scary, and to deliver the POM message in a way that’s impossible to ignore,” said Darren Moran, chief creative officer of Wonderful Agency.