Sunsweet is going after the growing baby boomer market with the new PlumSmart Plum Juice that it is touting as good for digestion in a $10 million marketing push.
On shelves now, PlumSmart will be positioned to boomers as a refreshing and healthy 100% juice that aids digestion.
A 30-second TV spot broke this week tagged "Start smart with PlumSmart".
I can just imagine a group of advertising execs straining their creative tendons to come up with the “Start smart with PlumSmart” line. I just hope they don’t think this idea is going to go down well with UK consumers. To be honest I cannot believe it will be a sure-fire hit in the US.
The amusement value of the article increased with a couple of quotes from the vp-marketing.
“The juice aisle in supermarkets is extremely crowded, so our campaign drives consumers to seek out PlumSmart for the obvious benefits of starting the day with our product". Is the term “obvious benefits” code for something? I think I can guess what he means.
We then learn that “research showed 25% of Americans suffer from digestive ailments while others showed an interest in maintaining daily regularity”. Wow.
After reading this I just had to visit the company’s web site. The humour value then took a quantum leap when I read the testimonials.
"I absolutely LOVE your prunes! Thank you for creating a healthy way for me and others to snack. A very happy customer!"
Becky, Wisconsin
"I love your Orange Essence Prunes for a snack. They're perfect while reading a book or watching a movie. Thanks for putting together such a fine product!"
Nadine, Iowa
"I find your Bite Size Pitted Prunes by far the best prune fruit product on the market. Your prunes are so moist and tasty that I refer to them as candy to friends and family."
Marcus, California
This company seems as if it has had a marketing lobotomy. I thought I would check out the latest news item. What did I find? Last news was posted Thursday, November 17, 2005.
Enough if is enough - I thought I had better think about starting my day with with the “obvious benefits”.
Dick Stroud
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