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Cheating death?

POM Wonderful’s Californian parent issued a statement yesterday in response to the ruling that questioned the ASA’s logic.

“We respectfully disagree with their conclusion that our ad ‘Cheat Death’ was misleading,” the company said, highlighting the clinically proven benefits of consuming high-antioxidant fruit and vegetables, such as pomegranate. It had contributed $30m towards such research, it said.

“We are confident that consumers who read these ads understand that we are using puffery to communicate a simple point. Consumers know that our product does not claim to deliver eternal life or a surefire cure from disease; however, they do appreciate the humour with which we deliver the simple message: “if you believe in a balanced diet rich in fruits and vegetables, try POM because it is truly the antioxidant superpower.”

But, “in the spirit of continuously improving the clarity of communications, we have agreed to not run our ‘Cheat Death’ advertisement in its current form in the UK.”

- Pomegranate juice cannot ‘cheat death', BeverageDaily.com, April 9, 2009.

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Zhang Xin is Trainer at chinadaily.com.cn. He has been with China Daily since 1988, when he graduated from Beijing Foreign Studies University. Write him at: zhangxin@chinadaily.com.cn, or raise a question for potential use in a future column.