The agency has been briefed to reinforce the brand's positioning as a healthy fruit drink to increase its share of the pure juice market over the next three years.
A series of campaigns will break in the summer, focusing on Pomegreat's health benefits. However, in 2006, the brand was forced to pull promotional activity that claimed the drink could improve heart health, after the Advertising Standards Authority ruled the claim was unacceptable.
Last year, Pomegreat celebrated its 40th anniversary, with a partnership marketing campaign in association with Heart Research UK. It offered customers the chance to win a limited-edition ruby pendant worth 拢500.
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