Pom Wonderful Presents: the Greatest Movie Ever Sold was first exhibited in the United States. Currently, the brands, marketers and advertisers enjoy comparatively unfettered access to content creators and the various networks and distribution platforms when compared to the more restrictive guidelines that exist across Europe. Besides restrictions on tobacco and alcohol products (specifically in terms of advertising to minors) content creators are largely free to pursue any deals for their various properties. As the media landscape becomes more-and-more fragmented and an increasing number of homes are using DVRs, brands are increasingly looking for ways to break through the proverbial noise. When the film was distributed internationally, the various broadcasters were able to treat the film as an acquisition rather than a home-grown production, allowing the product placements within the film to avoid the various regulations that would normally preclude such placements.

POM Wonderful Presents: The Greatest Movie Ever Sold presented a completely new and unique way for audiences to interact with brands. For the first time ever, brands were in on the joke and an essential part of the media narrative surrounding the film. Brands could be completely up front about their advertising practices while supporting an important discussion about the role advertising plays in our lives, while still creating in-store advertising, product tie-ins, traditional commercials and the film itself to connect with their audiences.

The awareness of the film generated by the 22 brands’ involvement was astronomical.6 weeks after the film had been announced, and 10 days after its premiere at the Sundance Film Festival, Burrell’s Media Monitoring reported that the film had already achieved more than 900m media impressions. By the time, the film had finished its US theatrical run that number had climbed to more than 5bn.

The traditional marketing campaign combined with the brand integration & promotional support created new consumer respect for many of the brands. They emerged as ‘cool’ and ‘accessible’, and were seen as innovative thought leaders within their space. Many of the brands (including POM, Ban, Get it for Free Online & Mane ‘n Tail) experienced boosts in sales as a direct result of their involvement.The campaign surrounding the film lasted more than 3 months, covered every state in the US, and reached 10 countries internationally. To date, whenever anyone mentions the film, they still must call it by its actual sponsored name, POM Wonderful presents: The Greatest Movie Ever Sold.