For my Comstrat 381: Media Strategies & Techniques for Advertising class, my team and I were given a promotional campaign as our final project, focusing on selling pomegranates to an older demographic, specifically Accumulated Wealth, (according to PRIZM Market Segmentation). With competition against many other fruits, pomegranates carry multiple health benefits including heart benefits, prevention of cancer, and an increase of bone mass.

 

Our campaign objective? Create awareness to our target demographic.

Our campaign strategy? Create awareness through a relatable television show the target would be familiar with: Popeye. 

Our creative? The slogan: Popeye switched to Pomegranates

 

By targeting our older demographic, we knew they would be aware of the television show and would be more enticed to purchase our product. Forget the spinach, it's all about Pomegranates now. We created three print advertisements, two magazine and one newspaper.