I applaud companies that roll out goofy or gutsy ad campaigns to make sure their products are the ones to stick in consumers’ minds.

Make sure ads stick favorably

Amelia Freidline
Fresh Take

That’s what a good ad does, after all — stick — so what’s a laugh (or a gasp) at your own expense?

Domino’s Pizza found success with a series of ads admitting their product was bad and promising a change for the better.

Old Spice’s outrageous “I’m the man your man could smell like” spokescaptain was so popular its website now sells T-shirts emblazoned with his taglines.

Sometimes, however, these shock-and-guffaw tactics can make a company seem like an attention-hungry teenager.

Take Los Angeles-based pomegranate giant Pom Wonderful.

Pom Wonderful is featured in an April documentary by Morgan Spurlock, who produced the McDonald’s-mocking “Super Size Me.”

Instead of bashing fast food, however, this time Spurlock takes aim at corporate sponsorship of movies, where companies pay studios or producers to get their products some face time on the silver screen.

To produce the movie, he drummed up corporate sponsorships of his own. Fifteen companies, including Pom, Amy’s Kitchen, Sheetz convenience stores, Ban deodorant and the Aruba Tourism Authority, forked over funds to the cumulative tune of $1.5 million, according to an interview with Spurlock in The Hollywood Reporter.

In exchange, the companies or their products would be featured throughout the film and Spurlock would do some advertising for them.

Pom Wonderful is lauded as the film’s “greatest beverage,” according to a company news release.

Unfortunately for Pom, it got into trouble last year with the Food and Drug Administration and the Federal Trade Commission for making false or unsubstantiated health claims about its products.

Although part of the FTC’s lawsuit against Pom has been settled, the company is still involved in its own lawsuit claiming the FTC violated Pom’s First Amendment rights, according to Idaho Falls, Idaho, law firm Grimes and Reese.

Not all moments in the spotlight are positive.

To top all this off, at the documentary’s late January premiere at the Sundance Film Festival in Park City, Utah, Spurlock announced Pom had purchased the sponsorship rights to the title.

Spurlock’s film is now called “Pom Wonderful Presents: The Greatest Movie Ever Sold.”

Add to this a trio of risque TV ads touting the fruit’s mythological connections, and it seems Pom Wonderful is well on its way to becoming America’s best-known pomegranate company.

Sometimes shameless self-promotion can pay off in a big way with consumers. At best, Pom’s attempts to catch the public’s eye and pocketbook have made it notorious.

Let’s hope April’s film release saves it from looking ridiculous.

E-mail afreidline@thepacker.com

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