cnn.com – New York (CNN Business)You’re a red-blooded American man. You’re tough, you work hard, and you don’t have time for Millennial health trends. Your enemy? Oxidizing agents that hurt your health. Your drink? Grape juice.
That’s the narrative set out by Welch’s new ad campaign, which is aimed at Gen X men.
“We’ve been targeting women forever,” said Lesya Lysyj, the company’s US president. The new campaign is “definitely a different approach.”
Welch’s shelf-stable juice sales have dropped more than 5% over the past year, according to Wells Fargo data. The company needed a change.
As the health trend has evolved and accelerated, young and female consumers have started paying more attention to sugar. Fruit juice, once a staple at the breakfast table, has been cast out as a sugary beverage full of empty calories.
Big companies like Coca-Cola (KO) and PepsiCo (PEP) have been able to shift their focus to other beverages. Welch’s, a cooperative owned by grape farmers, can’t pivot away from grapes.
“They have to figure out ways to intrigue consumers and get them to reconsider grape juice,” said Duane Stanford, executive editor of Beverage Digest
Soooooooooooooooooooo who the in the hell was it for before, I know they state that they were targeting women but shiittttt I used to go IN on Welchs grape when I was younger and even still dabble here and there now…also another more famouos wordsmith said this and we all know this might as well be engraved in stone and hung up in every kitchen..
“A t-bone steak, cheese eggs and Welch’s grape”