Brief:
Welch’s Purple Grape Juice is an iconic brand in the USA, but had low awareness in the UK.
My Agency’s challenge was to create a new TV and print campaign that connected with the UK audience, creating standout and sales in a saturated market.
Solution:
We identified a key point of difference; that Welch’s has twice the antioxidants of orange juice. This claim is compelling to health conscious consumers who are aware of and receptive to messaging about antioxidants. The simple, impactful creative vehicle made characters out of Welch’s antioxidants. In the TV ad they literally demonstrate Welch's product advantage, by cramming twice as many of themselves into a glass compared to the antioxidants in a glass of orange juice.
Results:
While other premium branded juices are really feeling the squeeze in the ongoing economic climate, with consumers switching to own label, Welch’s Purple Grape Juice has seen dramatic growth. On 17th August 2010 the UK country manager sent this communication. “Based on the latest IRI data ending 10th July Welch’s 100% Grape Juice is +11% in volume for the latest 12 weeks. A phenomenal performance vs. most brands. This growth is being driven by strong advertising (#1 in advertising awareness among juice brands) and a strong health and wellness position in the juice category".
'Packed' 30 second TV commercial
Print advertising
Bus mega rear
Doctor's surgery leaflet
Welch's global website
