Welch’s Is Tough and Simultaneously Terrifying

Welch’s new ad campaign is meant to be tough—that’s obvious. Framed as a new campaign, Tough As Grapes is aimed at millennial men, who are apparently less concerned with the sugar content in juices than their millennial mom counterparts.

It’s an interesting approach that left us somewhat terrified. That feeling is probably due to the shock we felt from the complete departure of their typical “fresh and good-for-you” advertising. Once that shock wore off, we were able to look objectively at the ad campaign and appreciate it for what it is—a stab, or should we say crushing blow, to the status quo of juice beverage marketing.

What do you think?