Welch’s Launches Ad with Taste Sample in ‘People’ Magazine
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.”