PiNG! Connecting with Your Consumer - Flipbook - Page 103
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through Ingredients—POM
Untapped ingredients abound. About 25 years ago,
Creating a Movement
by Shifting Awareness
Are there new
opportunities that may
change your consumer’s
knowledge base?
102
a pomegranate farm began making juice and quickly identified an antioxidant benefit. The POM juice revolution was
born. By focusing its marketing message on a single ingredient offering a new health benefit, POM helped ignite a new
trend. The brand further conveys its ingredient focus through
its packaging, which is reminiscent of the fruit itself. POM’s
unique bottle shape sets the drink apart and makes it easily
identifiable. Retail and viral marketing soon spread the word
about POM and, essentially, created a movement in the beverage category toward antioxidant health benefits.
POM claims that it has the most unique health benefits, is supported by research and has proprietary technology. But POM’s success has been a blessing and a
curse. Both the ingredient and the antioxidant benefit became so popular that everyone copied it. Pomegranate was identified as a huge consumer opportunity,
inviting Tropicana and Minute Maid to capitalize on the
trend with their own brands. Today, POM must find new ways
to set itself apart from these competitors using innovation.
The brand’s packaging still serves as a strong source of innovation that creates a powerful visual presence at retail. The
brand has also successfully positioned itself apart from the
rest of the juice and beverage category. POM juice is typically
found in the produce department. POM PiNGs with both benefit and shape, but these are no longer enough. With little
change to the brand, POM has still successfully innovated by
moving itself into a new retail environment. This successful
adaptation maintains the brand’s strong competitive status.
103
