Pom does it again

Pom Wonderful just came out with a new product that seems sooo weird to me – coffee drinks with pomegranate juice – but you can’t say they are not extraordinarily innovative and that their marketing is not at the cutting edge and refreshing.

Copywriters will admire the site: http://healthybuzz.com/

The product reminds me of when we launched many years ago at PeaceWorks the Raging Raspberry Chipotle sauce from Azteca Trading Company – which flopped for many reasons including that the flavors were a bit too "ahead of their time" (a year or two later a ton more Chipotle-infused spreads came into the market, but they eventually also died out).

But POM has such an awesome marketing muscle, has been such a remarkable leader in the food industry, and consumers seem to be looking for "buzz (energy) plus health," that this could be a big hit.  On the other side it could hurt POM’s parent brand – which I associate with all natural fruit, not with coffee.

I am curious how consumers will react

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