POM Tea is on the road now through September to promote its new 16 oz. bottle with the message “antioxidants on the go.” Positioning itself as a healthier beverage POM Tea is targeting health-conscious younger consumers on the east and west coasts. Focusing the tour to two regions helps reach POM’s goal to reduce carbon emissions and cut gas costs. To reinforce its eco-friendly image POM opted for a sprinter van for transport instead of a large truck and gets around on Vespa scooters once on site. The brand also purchased carbon offsets to help fund clean energy projects like wind farms.
“We wanted to ensure that we hit major U.S. cities that have a high population of young active individuals who care about their health ” Heather Mizrahi senior brand manager at POM Tea told Buzz. “To lessen gas costs and to not leave a negative impact on the environment we decided to use lighter vehicles.”
POM is targeting consumers at events like the Wet Republic beach party at the MGM Grand in Las Vegas and the US Open of Surfing at Huntington Beach CA. On site it sets up branded tents and branded barrel coolers for sampling. The goal is to sample 200 000 POM Tea flavored teas and educate consumers about its health benefits. During events brand ambassadors hit the streets on branded Vespa scooters for additional sampling. To help keep track of sales POM is giving away $1 coupon with each sample. Agency: UCG Marketing Boston.