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WELCH'S

They actually have machines called Pulverizers and Crushers.

Juice ads are always full of vast, sunny fields with happy farmers, and they’re always targeted to moms and their kids, but we rebranded Welch’s for 40 year old dudes and showed just how tough the grapes in our grape juice are.

Rebranding a classic kid’s grape juice into something much more… adult.

Juice ads almost always show vast, sunny fields with happy farmers tending to their crops. and they almost exclusively target moms and their kids. but we were tasked with rebranding Welch’s to appeal to a surprising customer: 40+ year old men who valued the juice for its antioxidants.

our campaign even got Colbert’s attention.

Made with Lucas Tristao, Mike Lomanto, Zoe Kessler, Avi Baliga and more at Barton F Graf. Directed by Ryan Booth.