Welch’s wants you to know that grape juice is a very manly beverage.
The company’s new ad campaign depicts burly men picking grapes, driving trucks, and guzzling down grape juice.
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 “tough as grapes” ad campaign also features a bold on-screen banner reading “the world’s toughest anti-oxidants.”
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.