New York (CNN Business) You're a red-blooded American man. You're tough, you work hard, and you don't have time for Millennial health trends. Your enemy? Oxidizing agents that hurt your health. Your drink? Grape juice.

That's the narrative set out by Welch's new ad campaign, which is aimed at Gen X men.

"We've been targeting women forever," said Lesya Lysyj, the company's US president. The new campaign is "definitely a different approach."

Welch's shelf-stable juice sales have dropped more than 5% over the past year, according to Wells Fargo data. The company needed a change.

As the health trend has evolved and accelerated, young and female consumers have started paying more attention to sugar. Fruit juice, once a staple at the breakfast table, has been cast out as a sugary beverage full of empty calories.

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