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Welch's, whose ads have long portrayed smiling kids and docile grape farmers, is about to get gritty as it zeros in on a new marketing target: Gen X men.

The star of one new ad is a hulking metal machine that pulverizes grapes into smithereens. Another darkly-lit spot touts the juice as containing "the world's toughest antioxidants" by showing a man whose face is splattered in juice.

The campaign, called "Tough as Grapes," is messyand a far cry from the brand's most recent advertising, which featured sunshine, soft music and farmers quietly talking about the health benefits of grape juice along with footage of happy families. The old ads mirrored the marketing conventions juice brands have followed for decades.

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