Last week, one of the boldest direct response campaigns went live.
* Print ads in The New York and LA Times.
* Banners on the home pages of CNN, The Huffington Post and The New York Times.
* And a website counterattacking an injunction by the Federal Trade Commission by using the very statements of the Chief Administrative Law Judge as ringing product endorsements.
The average direct response advertiser would never dare such a campaign.
But pomegranate juice maker, Pom Wonderful, is not run by your average DR operators.
The owners of the company are California billionaires, Lynda and Stewart Resnick, who built Teleflora and Fiji Water into behemoths. They also took over the Franklin Mint, founded by the venerable direct response player, Joseph Segel.
And with revenues soaring above $165 million per year, in part thanks to print and billboard advertising like the one above, Pom is in a unique position to take on the regulatory powers that be.