Welch’s Unveils Its ‘Biggest’ Update to Sparkling Juice Brand in 25 Years

Welch's new 'Break Out the Fancy Juice' campaign aims to refresh brand for modern family celebrations.

Remember those old Welch’s juice commercials? You know the ones, starring the little girl who couldn’t be more excited about the cup of juice next to her? Well, they’re about to make a sparkling comeback.

On Tuesday, the iconic juice brand revealed it would be making its “biggest Sparkling investment to date” with a new Sparkling Juice commercial that casts its first new child star in 25 years.

Yep, that’s right, Emily Mae Young—the girl behind those iconic Welch’s commercials from the late ’90s—is all grown up, and now, as a mother herself, it’s time she passes the torch as the brand’s spokesperson to fresh, deserving new talent.

Welch’s Sparkling Juice Commercial Gets New Child Star for First Time in 25 Years

“Welch’s was such a special part of my childhood,” Young said, recalling memories on set being full of “laughter, grape juice mustaches, and lip-smacking fun.”

“Now, as a mom, seeing Welch’s bring kids back into their ads for the first time in over 20 years feels like the heart of it all is returning,” Young added. “To the new Welch’s kid: have fun, be yourself, and most importantly… drink the juice!”

Stepping up to fill the big shoes left behind by such an iconic face is 10-year-old Paxton Beau Bazile, who takes on the role of Charlie Cheersman, an all-new character debuting as part of Welch’s new campaign.

Welch’s “Break Out the Fancy Juice” celebrates how families make everyday moments feel special with the “fruity, fizzy fanciness” of the brand’s sparkling juice.

“From big holiday tables to simple Tuesday wins, we want Welch’s Sparkling Juice to be there when families celebrate,” Jen DeAngelis, head of communications and brand engagement at Welch’s, explained in an Oct. 28 statement. “As we grow with the next generation of families, this campaign reconnects with what people love about Welch’s in a way that feels fresh and exciting.”

“Charlie guides consumers through cheers-worthy moments both big and small, and with our integrated agency team working as one across creative, media, social, and PR, we are backing Break Out the Fancy Juice with our biggest Sparkling investment to date,” DeAngelis concluded.

According to the announcement, finding someone for Young to pass the mic to was a unique feat, but Pax’s “energetic personality, distinctive voice, and genuine enthusiasm” for the Welch’s brand made him “the perfect choice” to bring the new character, Charlie, to life.

Welch’s new “Break Out the Fancy Juice” campaign kicks off this week with new digital ads and ad slots promoting Welch’s Sparkling Juice and its variety of “refreshingly sweet flavors,” which include Passion Fruit Mango, Red Grape, White Grape, Strawberry, and now, Crisp Apple–available wherever you get your Welch’s!