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 adadge.com, the strategy of promoting disease-fighting anti-oxidants is a pitch to Generation X-Men.
Welch’s embarked on the idea after the research showed Gen-X Men were a reliable consumer base for juice.