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'