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Call It 'Craft Juice'
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Your business is grape juice. Sales of grape juice are down, because sugar. What do you do? If you're Welch's, you look at how women have been the primary purchasers of grape juice and you think, okay, who else can we target? So you start a marketing campaign to get Gen X men to drink grape juice. Turns out 73% of Gen X men drink juice with breakfast, and 59% of them buy the groceries for their household. So now grape juice is being marketed as a health drink, using imagery of gritty male farmers being gritty and male and farmers. They're even buying ads on Howard Stern's show and others like it (maybe even yours). Think this'll work? (CNN Business)
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