The Lady Who Made America Drink Pomegranate Juice

The brainwashing power of antioxidants.Courtesy of PomWonderfulThough the piece is not found online, The New Yorker profiles Pom Wonderful owner Lynda Resnick this week. If you’re looking to market fruit juice that Americans don’t really drink and convince them to pay $4.99 a bottle (from FreshDirect, anyway), take notes from Resnick. Of course, it helps if you have a super-heightened sense of taste. Resnick’s husband “used to trot her out at parties, blindfold her, and give her a glass of wine: she could identify the vineyard, the vintage, the shipper.” Tapping into public notions of “purity” is a must: Fiji Water sales spiked 300 percent after Resnick took over — the new marketing plan emphasized that no humans interacted with the water during bottling. Finally, get famous people to drink your elixir. “‘I have David Bowie and, you know, Rupert Murdoch and Sumner Redstone,’ she said. ‘Uh, who else? Well, Mike Milken. You know, just famous people.”

The New Yorker [Official site]