Forget what the Feds say! I believe!!! Most health beverage drinkers aren't as enthusiastic as the realtor from Alaska who posted the above testimonial. Quinton Ma, a year-old marketing coordinator at Gawker Media, in New York City, started to drink VitaminWater as a middle schooler because it seemed like a healthy alternative to soda.
But the fact is, even when people don't buy the health claims they often still buy the beverage. That's the paradox of products such as POM, Silverglade says: The health claims on these products strain the imagination, yet studies have repeatedly shown that health claims sell food.
That's because these claims -- however improbable they may seem -- distract shoppers from the real nutritional information and hook consumers with buzzwords like "antioxidant. This phenomenon is known as a "health halo," an aura of healthfulness attached to a product based on labels like "low-fat" "all-natural" or "made with whole grains" that seduces consumers into overeating. According to a study by the FTC, this halo effect can even lead people to overlook warning statements -- about the high sodium content of a product, for example.
According to the FTC's complaint, the studies POM has funded do not substantiate the company's claims, and a closer look at the research seems to bear that out. One of the most prominent claims, that POM can decrease arterial plaque by 30 percent, was taken from a single pilot study that included just 19 people and was funded by the makers of POM. Another claim, that POM drinkers experience a 17 percent improvement in blood flow, was taken from another POM-funded study that included just 45 people and only lasted for three months.
Michael Aviram, Ds. Harley Liker, M. Iffy health claims don't mean that products like pomegranate juice should be avoided at all costs, says Keri Gans, R. In , with a parcel of eighteen thousand acres purchased from Prudential Life Insurance for thirty million dollars, the Resnicks acquired a hundred and eight acres of pomegranate bushes. The crop was small, so Stewart agreed. Initially, he declined. But they persisted, and eventually Aviram relented.
But how to deliver the antioxidants? For a significant dose, a person would have to eat two and a half pomegranates. So, in , the Resnicks decided to make a juice. Pomegranate juice, which comes from the seeds, or arils, of the fruit, is labor-intensive and costly to extract, so it was thought that the juice could not be used in large quantities.
Lynda disagreed. The executives had also planned to name the beverage exactly what it was: pomegranate juice. I asked Lynda where her marketing ideas come from, how she manages to intuit what people will want to buy.
She claims that anyone could do what she does, if he or she were more tuned in. I came up with this epiphany the other day: being a great marketer is synonymous with being a great friend. In other words, you have to listen. A bum on the street has a wallet! So I bought Jane a wallet. I listened. I paid attention. You have to read the pop culture. People magazine is my Bible. But I watch television. You have to see what people are watching. You have to listen to conversations.
You have to pay attention. She sat at the center of the conference table, facing the wall of windows that looked out onto the smog-obscured buildings of West Los Angeles. On the far wall hung three paintings, of orange trees, pistachio trees, and pomegranate bushes—a triptych of Resnick products—commissioned from Astrid Preston, a local artist.
And this is a woman who wears Birkenstocks and lives in the wild! She appeared spookily young, her face tight and unlined. With the assistance of an overhead projector, D. We trapped the molecule right before the moment of senescence. Lynda narrowed her eyes and screwed up her face into her familiar smile-grimace. She believes that brevity is not only the soul of wit; it is the soul of marketing.
She believes that every product should have something unique, something that sets it apart in the marketplace, and that this quality should be communicable in a clear and easy-to-grasp message: PomWonderful has more antioxidants than any other fruit juice; Fiji Water comes from a deep aquifer in a pristine climate; Teleflora flowers arrive in a keepsake gift. For everyone else, there was Mexican takeout ordered by a receptionist.
The meeting had broken down. Lynda checked her BlackBerry. With a balletic flourish, Lynda formed a time-out sign with her hands. And I love the logo. What we would need to do is conduct some scientific research—a compositional analysis—to see why it works.
Lynda sipped from her coffee. I want it living. At the time of my visit, harvest season was winding down—it generally begins in early October—and most of the comelier pomegranates had already been picked.
Despite the occasional blemish, the remaining fruit was a vibrant scarlet. Bruised, split, sunburned, or homely fruit, still perfectly edible, is used for juice.
Row upon row of dark-green bushes, cultivated to look like small trees, extended toward the horizon. This season alone, Tupper told me, PomWonderful harvested nearly two hundred million pomegranates. Her again. Have you ever ordered your girlfriend or wife flowers?
After purchasing a pistachio orchard Wonderful Pistachios , she discovered that it also contained some pomegranate trees. Captivated by folklore, she started to sponsor medical research on the health benefits of pomegranates. After receiving positive results, Resnick decided to launch a pomegranate juice beverage. Designing the logo herself, Resnick had her team design an hourglass shape for the bottle, seen below…. Since launching, the company has started offering a wide variety of products ranging from their traditional pomegranate juice to pomegranate bars and even coffee flavoring.
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