LOS ANGELES: POM Wonderful will introduce a POMx Iced Coffee drink, starting today in New York, along with an extensive PR and advertising campaign. The national rollout will begin in January.
Dubbed the “healthy buzz,” the drink doesn't taste like fruit, but contains POMx, a tasteless supplement with antioxidants extracted from pomegranates.
Working with Mind Over Media PR for New York outreach, the effort will focus on the health aspect of the drink and will target younger consumers, said Rob Six, VP of corporate communications for POM.
Traditional print, broadcast, and radio outlets in New York, blogs like Gothamist, and e-mail newsletters such as Daily Candy are all part of press outreach, Six added. The company also launched a POMx Iced Coffee Web site.
“We're going to do a lot of engagement with consumers around videos to create some viral content,” Six told PRWeek. “And [events] really helped build the brand for Fiji Water and POM Wonderful Juice (both owned by Roll International), so [you'll] see POMx Iced Coffee at a lot of events around New York.”
POM also plans to step up marketing for its flagship juice brand. After harvest problems in 2006 caused marketing to go dark for the original POM Juice, the company will be back in November to “put [POM Wonderful] back out there,” Six said.