Welch's is known as our childhood grape juice, but as consumer tastes and lifestyles evolve, the brand needed to evolve too.
We set out to rejuice the brand by leveraging the power of in-person experiences to foster product trials and build brand affinity for their new Welch's Zero Sugar products, both offline and online.
After successfully launching Welch’s first in-person pop-up on National Rose Day to promote their sparkling juice throughout the Boston metro area, we raised the bar even higher.
For the launch of their Zero Sugar Juice, we introduced the Zero Bodega in NYC, where consumers could explore a variety of $0 shoppable items, culminating in a surprise speakeasy hidden behind a refrigerator door.
