Welch’s Launches Ad with Taste Sample in ‘People’ Magazine
February 2008
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CONCORD, MA—Welch’s today announced the use of First Flavor’s Peel ‘n Taste(R) flavor strips in its soon to launch print ad. The taste technology will debut in the February 18th issue of People, signifying an industry first for use in a national campaign.
For more than fourteen years, spokeskids espoused the sweet, bold taste of Welch’s 100% Grape Juice, until the company changed its strategy to focus more on the health and nutrition benefits of its flagship product to Gen X Moms. As part of this effort, Welch’s launched an entirely new ad campaign created by JWT this past November and is now adding an interactive approach to reaching moms with its new print creative.
Welch’s People print ad includes a thin, tamper evident pouch with a Welch’s 100% Grape Juice-flavored dissolving taste strip. Readers simply place the edible strip on their tongues to sample the bold, sweet taste of Welch’s 100% Grape Juice.
“Welch’s is a 139 year old brand that’s reinventing itself to add more relevancy for today’s mom—and our advertising is no exception,” said Christopher Heye, VP of marketing for Welch’s. “Women are increasingly looking to lead healthier lives—for her and her family. We want her to know that the Concord grape, which has always been the secret to Welch’s 100% grape juice, is loaded with health and nutrition benefits. This new ad allows her to taste how delicious our product is, and at the same time it reinforces our health message that it has twice the anti-oxidant power of orange juice. We’re excited to be able to communicate this health message in a new, engaging, innovative way.”
“We are always looking for new technology to bring to both our clients and our 42 million weekly readers,” said Paul Caine, President, Time Inc. Entertainment Group. “We are pleased to partner with Welch’s on such a creative, impactful execution.”
“Welch’s first-ever national taste campaign is innovative, groundbreaking and all about giving consumers a new taste experience,” said Jay Minkoff, President and CEO of First Flavor. “We are proud that Welch’s has selected our Peel ‘n Taste(R) flavor strips to reach its expanding and evolving customer base and give them a true taste of the flavor of Welch’s 100% Grape Juice.”
About Welch’s
Headquartered in Concord, Massachusetts, Welch’s is the processing and marketing affiliated Cooperative of the National Grape Cooperative Association whose Concord and Niagara grapes are harvested from vineyards across America and Canada. Since the inception of its “unfermented grape wine” in 1869, Welch’s now produces and markets grape juice and grape jelly plus more than 400 other fruit-based products from juices to dried fruit to frozen concentrates. Welch’s is committed to researching and developing new products to meet the growing demand for products that address consumers’ health and wellness needs. Welch’s products are sold throughout the United States and in some 50 countries around the globe. For more information visit http://www.welchs.com .
For more than fourteen years, spokeskids espoused the sweet, bold taste of Welch’s 100% Grape Juice, until the company changed its strategy to focus more on the health and nutrition benefits of its flagship product to Gen X Moms. As part of this effort, Welch’s launched an entirely new ad campaign created by JWT this past November and is now adding an interactive approach to reaching moms with its new print creative.
Welch’s People print ad includes a thin, tamper evident pouch with a Welch’s 100% Grape Juice-flavored dissolving taste strip. Readers simply place the edible strip on their tongues to sample the bold, sweet taste of Welch’s 100% Grape Juice.
“Welch’s is a 139 year old brand that’s reinventing itself to add more relevancy for today’s mom—and our advertising is no exception,” said Christopher Heye, VP of marketing for Welch’s. “Women are increasingly looking to lead healthier lives—for her and her family. We want her to know that the Concord grape, which has always been the secret to Welch’s 100% grape juice, is loaded with health and nutrition benefits. This new ad allows her to taste how delicious our product is, and at the same time it reinforces our health message that it has twice the anti-oxidant power of orange juice. We’re excited to be able to communicate this health message in a new, engaging, innovative way.”
“We are always looking for new technology to bring to both our clients and our 42 million weekly readers,” said Paul Caine, President, Time Inc. Entertainment Group. “We are pleased to partner with Welch’s on such a creative, impactful execution.”
“Welch’s first-ever national taste campaign is innovative, groundbreaking and all about giving consumers a new taste experience,” said Jay Minkoff, President and CEO of First Flavor. “We are proud that Welch’s has selected our Peel ‘n Taste(R) flavor strips to reach its expanding and evolving customer base and give them a true taste of the flavor of Welch’s 100% Grape Juice.”
About Welch’s
Headquartered in Concord, Massachusetts, Welch’s is the processing and marketing affiliated Cooperative of the National Grape Cooperative Association whose Concord and Niagara grapes are harvested from vineyards across America and Canada. Since the inception of its “unfermented grape wine” in 1869, Welch’s now produces and markets grape juice and grape jelly plus more than 400 other fruit-based products from juices to dried fruit to frozen concentrates. Welch’s is committed to researching and developing new products to meet the growing demand for products that address consumers’ health and wellness needs. Welch’s products are sold throughout the United States and in some 50 countries around the globe. For more information visit http://www.welchs.com .
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