With the 'Tough as Grapes' campaign, Welch's is executing a bold new approach for marketing its grape juice specifically to Gen X men.
The Tough as Grapes campaign focuses on offering a gritty look at how the brand's grape juice is made–with machines that are actually called Pulverizers and Crushers. Another focal point of Welch's Tough as Grapes campaign is the idea that the grapes themselves are tough—as the Concord grape is grown in tough conditions—and the finished juice product is branded as having "the world's toughest antioxidants," which play a vital role in supporting one's overall health.
As Welch’s President Lesya Lysyj describes "After comprehensive research, we discovered that the market potential is with Gen X men, a demographic that loves juice and has emerged as a primary grocery shopper."
Gritty Grape Juice Campaigns
Welch's 'Tough as Grapes' Campaign Targets Gen X Men
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