|
|
|
Public Relations & Advertising
Make an impact that's true to brand
We hold to two simple but effective principles for all marketing communication: be impactful and true to our brand.
Internationally, we work with local advertising and public relations agencies to define the most effective message for each market, and the best means to deliver it. In-country agencies know their markets, recognize the most effective local vehicles and have greater influence in media buying. |
|
|
|
Click on either image to enlarge |
Advertising
Rigorous pre-testing helps ensure the effectiveness of our advertising. Continuous tracking
keeps us in touch with consumers. The resulting gains in sales volume,
consumer awareness, market share and brand development validate our efforts.
- An ongoing Japanese TV advertising program helped boost Welch's aided brand awareness from 18% in 1997 to 63% in
2003
- Recent consumer research in our Caribbean/Latin America
region showed 38% unaided spontaneous advertising recall; the closest
competitor was at 17%
- Welch's US is the foundational resource for all
our advertising, consistently lead the industry in recall and persuasion
A sampling of Welch's International television spots.
|
|
|
|
Korea
- |
Korea
- |
USA
- |
USA
- |
|
|
|
|
USA
-
|
Canada
- |
United Kingdom
- |
Puerto Rico
- |
|
|
|
 |
| Hong Kong |
Hong Kong |
Japan |
Puerto Rico |
 |
The QuickTime player or plug-in is required to view these movies.
Download the free QuickTime software by
clicking on the QuickTime logo. |
Public Relations
Our public relations efforts have focused on spreading the good news of
the health and nutrition benefits of drinking Concord and Niagara Grape Juice.
 |
We have shared our medical research results and nutrition information directly with health care providers, communicated our message in magazines and newspapers, and on airwaves around the world, from CNN and the New York Times to local media outlets in countries wherever Welch's products are sold. |
We are spreading our health and nutrition information through a diverse set of activities:
- Packaging that carries the AHA Heart Check endorsement
- Print and television Heath news media placements
- La Maze class refreshment break sponsorships
- Cardiologist and pediatrician direct mailings
- Convention support and conference participation
- Local market Cardiology Media Tours including TV and
radio appearances
|
|
