Welch's Grape Juice Turns To Toxic Masculinity To Increase Sales

#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.