Curiosity Advertising launched a full, 360-degree advertising campaign to support Dean Foods’ DairyPure brand introduction to the marketplace. DairyPure, the first national fresh white milk brand in the country, became a $2.5 billion brand overnight. This multibillion-dollar brand includes retail, school and institutional distribution.
The campaign had two major objectives: 1) Introduce the national brand to the marketplace while maintaining Dean Foods’ existing regional dairy consumer loyalty and brand recognition, and 2) Communicate the product benefits to consumers.
To maintain consumer loyalty and recognition across all of Deans’ 31 dairies, DairyPure’s branding hierarchy includes the regional dairies as endorsers in each of their respective regions. This national/regional integration led to a highly complex campaign execution.
The tagline, “Starts pure. Stays pure. DairyPure,” was created with the second campaign objective in mind. A national commercial educates consumers about DairyPure’s 5-Point Purity Promise™, which lays out the brand’s product guarantee. Other campaign deliverables include FSI, POS, website, banners, custom content and blogger outreach.
The campaign launched in May and is currently running on television, radio, online and in stores across the country.
To see the DairyPure campaign, click here.