LOS ANGELES(October 4, 2010) – Throughout history, mythology and art have been ripe with references to an ancient fruit that 8,000 years later will make its television debut during primetime programming tonight. POM Wonderful® taps into the timeless fascination with the fabled pomegranate by showcasing its hallmark 100% pomegranate juice. The $10 million campaign defies traditional juice advertising and unbottles a category-busting cinematic quality never seen before.
“The aim of POM’s first ever TV advertising campaign is to educate consumers in a provocative and sensual way about the intriguing history of the pomegranate, which is steeped with symbolism of health and vitality. POM is proud to have explored the mythic properties of pomegranates using modern science,” said Matt Tupper, president of POM Wonderful.
The stylized black-and-white campaign features three :30 second spots evoking the sophistication and elegance traditionally associated with beauty and fashion advertising.
“The Garden of Eden” Starring Sonja Kinski
The spot opens on the toes of a female figure lounging on a luscious bed of greenery shaded by pomegranate trees. As the camera pans up her scantily leaf-clad curves – her calves, thighs, hips and torso – a snake is seen slithering seductively up her body in the direction of the camera. The voiceover reads: “Some scholars believe it wasn’t an apple, but a ruby red, antioxidant-rich pomegranate with which Eve tempted Adam.”The camera continues to pan to her serene face as her hand gracefully reaches not for a pomegranate but a bottle of POM Wonderful.
“Prince of Persia” Starring Erik Fellows
The spot opens on an expanse of endless sand dunes as the heat washes over the sea of white hot wilderness. The silhouette of a warrior moves with laborious determination over the horizon line and strides closer into view until his bronze-bodied Adonis-type physique is seen glistening in the sun. The voiceover reads: “In Persian mythology, warriors ate pomegranates before battle, believing they would be rewarded with invincibility and bodies as solid as bronze.” As his cape blows majestically in the desert wind, a bottle of POM Wonderful juice is revealed in his hand.
Starring Eric Fellows who has appeared on “Days of Our Lives,” he brings his soap-star abs and piercing eyes to this heroic character.
“Aphrodite” Starring Helena Mattsson
The spot opens under water with bubbles and flowing drapes of a female figure’s dress poetically swaying in the sea. As she emerges mythically from the water’s surface, the voiceover reads: “Legend has it that Aphrodite, Greek goddess of love and desire, introduced the pomegranate to the island of Cyprus, where it was declared an aphrodisiac.” As the water drips from her flowing locks and draped toga, a bottle of POM Wonderful glistens in her hand.
Starring Swedish actress Helena Mattson who has appeared on a variety of television and movies including “Desperate Housewives” and “Iron Man 2,” brings her other-worldly beauty to the goddess.
Each spot concludes with the same voiceover that ties the past and present together in the campaign’s thematic: “And only POM Wonderful has the juice of four whole pomegranates and is backed by modern science. Powerful then. POM Wonderful now.”
Directed by Francois Girard (“Red Violin”) and filmed by Academy Award®-nominated cinematographer Wally Pfister (“Dark Knight” and “Inception”), the spots are narrated by actor Malcolm McDowell (“Clockwork Orange” “Star Trek”) whose distinctive voice tells these epic stories.
The advertising campaign will be supported by in-store POS and online marketing including the “POM Voyage” consumer sweepstakes, a five-night, six-day stay on the island of Cyprus.
Fabled Fruit, Authentic Juice
By managing the entire juicing process from tree to bottle, POM Wonderful is the only pomegranate juice producer able to guarantee that each bottle of 100% Pomegranate Juice contains the delicious, authentic taste of pure pomegranate juice and the superior levels of naturally occurring polyphenol antioxidants from Wonderful variety pomegranates.
Every 16oz. bottle of POM Wonderful 100% Pomegranate Juice contains the juice of four whole pomegranates and is available in the produce section of supermarkets nationwide.
The new campaign can be viewed at www.pomwonderful.com.
About POM Wonderful
POMWonderful is the largest producer of California Wonderful pomegranates and the company exclusively grows and sells this variety. POM Wonderful’s pomegranates grow in central California, in the sunny San Joaquin Valley. Fresh pomegranates are in season from October through January and November is National Pomegranate Month.
Through its proprietary technology, POM Wonderful is able to extract the full benefits of polyphenol antioxidants from its pomegranates. POM Wonderful uses its fresh pomegranates to make its delicious, all-natural POM Wonderful 100% Pomegranate Juice and extract POMx, an all-natural, ultra-potent concentration of polyphenol antioxidants. POMx is available exclusively in POMx Antioxidant Recovery, POMx Iced Coffee, POMx Tea, POMx Pills, POMx Bars and POMx Shots. POM Wonderful Pomegranate Juice and POMx Tea are available year-round in the refrigerated section of produce departments in supermarkets nationwide. POMx Iced Coffee, POMx Pills, POMx Bars and POMx Shots are available in select markets. POMx Pills are also available at www.pompills.com. To learn more, visit www.pomwonderful.com.
Backed by Science
Since 1998, POM Wonderful has supported over $34 million in research on Wonderful variety pomegranates, which has involved top scientists from leading universities around the world, including a Nobel Laureate. So far, over 50 studies have been published in peer-review journals. Primary research areas have included prostate and cardiovascular health, among others.