The company's new ad campaign depicts burly men picking grapes, driving trucks, and guzzling down grape juice.
Welch’s has the world’s toughest antioxidants. Those nasty oxidants better watch out! pic.twitter.com/izKES2cyz1— Welch's (@Welchs) October 15, 2018
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 key to an efficient work environment, is to keep the job titles simple. pic.twitter.com/KKzqSgL6ZD— Welch's (@Welchs) October 15, 2018
The "Tough as Grapes" ad campaign also features a bold on-screen banner reading "the world's toughest anti-oxidants."
Grapeception: You’re watching crushed grapes crushing grapes. pic.twitter.com/SVdmBGA5ft— Welch's (@Welchs) October 15, 2018
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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