By the time Welch’s—a 100+ year old brand known for punchy fruit flavor—was ready to introduce a line of “Zero Sugar” drinks, the rest of the beverage category was onto the next innovation. But being late to the game didn’t change the fact that consumers still doubted whether a juice without sugar could actually taste good.
We devised a campaign to convince the modern world that if anyone could pull off a ZERO sugar drink that was still FULL of fruit flavor, it was Welch’s. After all, we’ve been delivering bold, cheek-puckering fruit juices since 1869. And with the launch of our newest product line, we finally solved the contradiction in way that made sense.
RESULTS:
Campaign Video
Campaign imagery
SOCIAL MEdia
CTV PAUSE AD
