The company's new ad campaign depicts burly men picking grapes, driving trucks, and guzzling down grape juice.
The ads also include fast-motion, grape-pounding manufacturing sequences meant to appeal to primal masculine instincts.
Those shots feature a machine the narrator calls "the El Diablo Multi-ton Grape Pulverizer."
The "Tough as Grapes" ad campaign also features a bold on-screen banner reading "the world's toughest anti-oxidants."
According to AdAge.com, the strategy of promoting disease-fighting anti-oxidants is a pitch to generation-x men. Welch's embarked on the idea after their research showed gen-x men were a reliable consumer base for juice.
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