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Science and celebrity give grapes credibility

机译：科学和名人赋予葡萄信誉

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摘要

Welch's communications program for the heart-health benefits of its grape juice is a model of an integrated communications strategy, bringing together scientific and consumer communication. The pay-off has been a steady growth in sales with growth this year soaring into double-digits. Welch Foods Inc. has been promoting the health benefits of its purple Concord-grape juice since the mid-Nineties, but its most recent marketing gambit may prove the most effective yet: recruiting talk-show host Larry King to tout the product's heart-healthiness in a spate of radio advertising. The company says that the venerable product has been posting double-digit sales increases since Welch recruited the CNN celebrity to begin promoting purple juice in January.
机译：韦尔奇（Welch）利用其葡萄汁带来的心脏健康益处的传播计划是整合传播策略的典范，它将科学传播和消费者传播结合在一起。回报一直是销售的稳定增长，今年的增长猛增到两位数。自九十年代中期以来，Welch Foods Inc.一直在宣传其紫色的Concord-grape果汁的健康益处，但其最新的营销策略可能证明是最有效的：招募脱口秀主持人Larry King宣传该产品对心脏的健康在一系列广播广告中该公司表示，自从韦尔奇（Welch）招募CNN名人从1月开始推广紫汁以来，该古老产品的销售额就一直保持两位数增长。

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