#ToxicMasculinity is all the talk in 2018. If you are a man and reading this, I regret to inform you are part of the problem, especially if you drink Grape Juice:
This has to be one of the most ambitious marketing campaigns in modern history.
SOURCE-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.
Welch went from happy go lucky kids:
To a dark commercial with old, white men:
This looks like the beginning of a horror movie.
I don’t know what they are doing here:
I don’t get paid the big bucks to market products like this, but I guess visuals honoring blood in a meat factory works with Gen-X men?
And to give Welch’s a gritty, male-friendly makeover, Welch’s drew inspiration from its farmers.
Yes, when I think of grit I think of Welch grape juice.
“The antioxidants in Welch’s Concord grape juice aren’t just antioxidant,” a narrator says in one ad, as a man pours out a pint of grape juice. “Welch’s antioxidants track down those nasty oxidants, find their leader, and beat it to a sniveling oxidant pulp. So they know who’s boss.”
“Our whole campaign is about being tough,” Lysyj said.
Somebody got paid BIG money to come up with this campaign.