| Relaunch for PomeGreat |
By: Rebecca Hubbard
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Posted: Tuesday, January 31, 2012 4:03 pm
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PomeGreat, the UK’s leading producer of pomegranate juice and juice blends is set to unveil its first ever TV advertising campaign as part of a £2 million relaunch of the brand, which also includes print media, social media, PR and in-store promotional support.
Launching on 1 February on ITV1, the campaign promotes PomeGreat’s juice range which now includes PurePlus, a new 100% natural whole-fruit pomegranate extract with multiple health benefits. PomeGreat is the only pomegranate juice range which can legitimately claim to offer whole pomegranate fruit benefits.
The ad, which will air in peak time 10 second and 20 second slots on ITV1 throughout February, emphasises the unique and refreshing health benefits of the drink. The opening shot features a bald man showering upside down in pomegranate juice, singing the opening lines to the Rodgers and Hammerstein classic, ‘Oh what a beautiful morning’. The camera pulls back to reveal that the man is in fact the voice box in a woman’s throat as she drinks a refreshing morning glass of PomeGreat.
Extensive international research has shown that pomegranate juice is effective in the treatment and amelioration of cardiovascular disease, hypertension, inflammation, sexual dysfunction and some types of cancers. Scientific tests on PurePlus, the exclusive extract, show that daily consumption can slow down the oxidization of DNA, one of the major causes of ageing.
Adam Pritchard, CEO of PomeGreat, said: “We have always been an ambitious and innovative brand and we are striving to build our leadership position in the market by offering a superior taste and myriad health benefits. Our new campaign which is targeted at our core adult audience will strengthen awareness of the refreshing and beneficial properties for the juice.”
PomeGreat is stocked by all major supermarket chains in the UK.
The campaign was created by Watermill who masterminded the Daewoo launch campaign. |
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