POM has biggest marketing chutzpah on the planet! (Purple Cow)
POM Uses FTC Judge’s Quotes as Product Testimonials (Be a Purple Cow)
Wow! POM shows chutzpah
Not sure if you’ve seen the ads floating around the internet today for POM, but you need to.Here’s POM’s website. A great way to be a Purple Cow.
Basically the FTC has totally smacked POM hard for unsubstantiated product benefit claims in their advertising and marketing. So, in response to the FTC, they have taken out full page ads for POM using some quotes directly from the presiding administrative judge from the FTC:
“Competent and reliable scientific evidence supports the conclusion that the consumption of pomegranate juice and pomegranate extract supports prostate health, including by prolonging PSA doubling time in men with rising PSA after primary treatment for prostate cancer.”
– Judge Chappell, Chief Administrative Law Judge, FTC
In the Matter of POM Wonderful LLC, Initial Decision (5/17/2012), page 282
POM's ads with Judge's quotes
“Pomegranate juice is a natural fruit product with health promoting characteristics. The safety of pomegranate juice is not in doubt.”
– Judge Chappell, Chief Administrative Law Judge, FTC
In the Matter of POM Wonderful LLC, Initial Decision (5/17/2012), page 103
I must say, I am impressed. I always believe in doing everything you can to stand out in a crowd. And POM gets my personal award for standing out BIG TIME. I’m interested to see what the FTC does with this. It’ll be fun to watch on FTC’s blog. 😉
