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Pomegranate retailer Pom Wonderful has launched an integrated marketing campaign starring life-sized, bizarre creatures called the Worry Monsters, who aim to keep people from their healthier selves.

The monsters, which look like a mix between a giant gremlin, a ram and the creatures of Where the Wild Things Are, are meant to represent the inner voices of doom and gloom who are at their happiest when their human counterparts are at their most anxious.

Throughout the multimillion-dollar, multi-year marketing campaign, the Worry Monsters complain bitterly that their once unhealthy and fretful humans have started making healthier choices, like working out and drinking crazy healthy POM Wonderful 100% Pomegranate Juice, thus becoming more worrisome themselves.

In the five new commercials, an assortment of Worry Monsters offer up scenarios for their humans to fret about, now that they’re living healthier lifestyles that cause them to worry less. Unfortunately for the Worry Monsters, their taunts don’t get through, like the runner who had a health scare but now jogs and drinks POM, or the woman who just turned 50 but can still twist herself into any yoga pose, much to the disappointment of their furry sidekicks. 

“A health scare can come with stress and constant worrying that begins to feel like you have a companion following you at all times, like your very own Worry Monster,” said Adam Cooper, vice president of marketing, the Wonderful Company. “Consumers are increasingly looking for healthier options, and incorporating the Antioxidant Superpower Pom Wonderful into your daily routine is a powerful step toward making healthier choices and getting rid of your Worry Monster.”

The Worry Monsters campaign was created by the Wonderful Company’s in-house creative team, Wonderful Agency, led by chief creative officer Darren Moran. The campaign will run in broadcast, digital, social, print, a Times Square Billboard and in-store.

On the Wonderful Company’s New York Times Square digital billboard, the Worry Monsters point out to tourists and locals all the amusingly terrifying things they should be worried about as they wander around Times Square. The social media campaign kicks off with a series of ‘Worrivational Posters,’ disquieting proverbs and bad advice that the Worry Monsters hope viewers will take to heart as well as share with those they care about.

The campaign also includes a one-minute YouTube pre-roll video in which a Worry Monster appears to interact real-time with the viewer by breaking the fourth wall in order to point out all the things they should be worrying about at that very moment. A Pom bottle next to the ‘Skip Ad’ button encourages people to skip the worry by skipping the commercial, and by drinking Pom.

To bring to life the new Worry Monster characters, POM Wonderful and Wonderful Agency teamed up with Hollywood character design firm Aaron Sims Creative, and monster fabricator Stefaniuk FX Studio. Additional visual effects were created by the Academy Award-winning studio, MPC. A dedicated website encapsulates the campaign.

: 'Worry Monsters - Pom Wonderful'

Agency:
Client:
Date: October 2018
Pomegranate retailer Pom Wonderful, has launched an integrated marketing campaign starring life-sized, bizarre creatures called the Worry Monsters, who aim to keep people from their healthier selves.
The monsters are meant to represent the inner voices of doom and gloom who are at their happiest when their human counterparts are at their most anxious.
Throughout the multimillion-dollar, multi-year marketing campaign, the Worry Monsters complain bitterly that their once unhealthy and fretful humans have started making healthier choices, like working out and drinking crazy healthy POM Wonderful 100% Pomegranate Juice, thus becoming more worrisome themselves.
In the five new commercials, an assortment of Worry Monsters offer up scenarios for their humans to fret about, now that they’re living healthier lifestyles that cause them to worry less. Unfortunately for the Worry Monsters, their taunts don’t get through, like the runner who had a health scare but now jogs and drinks POM, or the woman who just turned 50 but can still twist herself into any yoga pose, much to the disappointment of their furry sidekicks. 
The campaign also includes a one-minute YouTube pre-roll video in which a Worry Monster appears to interact real-time with the viewer by breaking the fourth wall in order to point out all the things they should be worrying about at that very moment. A Pom bottle next to the ‘Skip Ad’ button encourages people to skip the worry by skipping the commercial, and by drinking Pom.
To bring to life the new Worry Monster characters, POM Wonderful and Wonderful Agency teamed up with Hollywood character design firm Aaron Sims Creative, and monster fabricator Stefaniuk FX Studio. Additional visual effects were created by the Academy Award-winning studio, MPC. 
Credits:
 
 
POM Wonderful
Vice President of Marketing: Adam Cooper
Director of Marketing: Charlotte Mostaed
Agency: Wonderful Agency
President: Michael Perdigao
Chief Creative Officer: Darren Moran
Executive Creative Director: Amber Justis
Associate Creative Director / Copywriter:  Alan Snider
Associate Creative Director / Art Director: Shaun Wright
Senior Copywriter: Janna Carney
Junior Art Director: Savannah Bradford
Director of Integrated Production: Corey Bartha
Senior Integrated Producer: Nadia Pack
Senior Project Manager: Ashley Kempel
 
Production Company: SMUGGLER
Director: Benji Weinstein
Executive Producers: Patrick Milling-Smith, Brian Carmody
Executive Producer: Drew Santarsiero
Chief Operating Officer: Andrew Colón
Line Producer: Andrew Graham
Director of Photography: Bryan Newman
 
Editorial: HutchCo Technologies
Editor: James Hutchins
Executive Producer: Jane Hutchins
Assistant Editor: Patrick O’Leary
 
Visual Effects: MPC
Creative Director: Daniel Seddon
Executive Producer: Karen Anderson
Head of 3D: Ryan McDougal
CG Supervisor: Rune Månsson
Compositing Supervisor: Oliver Caiden
Animation Supervisor: Samir Patel
Roto Supervisor: Elangovan Ganeshan
Colorist: Ricky Gausis
Senior Producer: Mark Driscoll
Production Coordinator: Kyle Hobkirk
 
Monster Design: Aaron Sims Creative
Monster Build/Creation: Stefaniuk FX Studio
 
Mix: Lime Studios
Audio Mixer: Loren Silber
Audio Assist: Amanda Hughes
Executive Producer: Susie Boyajan
 
Music: SOUTH Music & Sound Design
Tags: United States
 
 
 
 
 
 
 
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