This campaign marks POM Wonderful’s largest digital spend to date, with a multimillion-dollar media plan that’s hyper-targeted to reach a health-conscious audience. The creative executions will be shown in contextually relevant TV shows (The Doctors and Dr. Oz), online (WebMD, CNN Health, and FoxNews Health), and on screens in doctors’ offices across the country. These spots poke fun at mundane pharmaceutical industry advertisements and use humor to talk about what people typically want to avoid: what they should do after a health scare.
“As you start to get a little older, thinking about your health is never fun, yet nothing could be more important,” said Darren Moran, Chief Creative Officer of Wonderful Agency, the in-house agency that created the campaign. “We came up with the metaphor of dolphin impalement to make the subject of health scares a little less, well… scary, and to deliver the POM message in a way that’s impossible to ignore. We think Jeff’s story will inspire a lot of folks to get a little healthier with POM, or to at least steer clear of the beach.”