When you've been on grocery shelves for over 100 years, you don't have an awareness problem, but you might have a perception problem. In order to grow, Welch's had to move beyond its grape roots and prove it could make products relevant to new audiences and occasions.
In terms of fruit cred, the name Welch's says it all. This gave us a huge amount of freedom to add novelty and playfulness to the packaging, making consumers do a double-take in the aisle. Periscope surrounded Welch’s core equities with fresh visuals, like refreshing watercolor illustrations for flavors. The resulting design not only stands out on shelf, but gives new life to the Welch’s brand.
Allowed them instant credibility as a national brand player into the carbonated fruit water category.