Welch’s Launches Charlie Cheersman, a New Mascot for Sparkling Juices Holiday Campaign
Welch’s has introduced its first kid mascot in over 25 years, Charlie Cheersman, as part of a holiday marketing initiative aimed at promoting its Sparkling Juices. This strategic campaign, commencing on October 28, 2025, taps into nostalgia while leveraging modern marketing techniques, such as influencer engagement and experiential events.
Child actor Paxton Beau Bazile embodies Charlie Cheersman, a young character sporting a bowtie who showcases the celebratory moments ideal for enjoying Welch’s Sparkling Juices. This move marks a significant shift in Welch’s marketing direction, as the brand aims to reconnect with childhood memories that resonate with consumers. Katelyn Nugent, head of integrated marketing, emphasized the importance of nostalgia in their strategy, noting, “Nostalgia is probably the No. 1 thing that people talk about.”
Key highlights of the “Break Out the Fancy Juice” campaign include:
– A focus on various marketing channels, including TV, digital, social media, retail, sampling, and in-person experiences.
– A revitalized portfolio for their sparkling offerings, which now includes flavors such as Passion Fruit Mango and Crisp Apple.
– An ambitious rollout that will feature pop-up events in six cities, allowing consumers to connect with the brand in person.
This campaign strategy aligns with broader trends among consumer-packaged goods (CPG) brands, many of which have adopted similar nostalgic marketing tactics. For instance, other brands like Quaker revitalized past characters to stimulate emotional connections with customers.
Going forward, Welch’s plans to expand its marketing efforts through continued partnership with various agencies and has made recent leadership changes aimed at fostering innovation. Hartshorn, the new Chief Brand and Innovation Officer, is tasked with accelerating product development and enhancing brand storytelling, paving the way for campaigns tied to upcoming celebrations and seasonal promotions.
With the launch of this refreshing brand initiative, Welch’s is poised to cater to a new generation of consumers while rekindling fond memories for lifelong fans.
