DairyPure Named No.1 Pacesetter by Information Resources, Inc.

Apr 13, 2017


Curiosity Client Breaks IRI New Product Pacesetter Year-One Sales Record

Curiosity congratulates Dean Foods’ DairyPure®, the largest fresh white milk brand in the country, on its latest achievement as IRI’s Top Pacesetter, an industry-recognized benchmark analysis of exceptional first-year CPG sales success for newly launched products.

DairyPure is supported by a 360-degree advertising campaign, developed and executed by Curiosity Advertising, Dean Foods’ agency of record. The campaign was built to educate the target audience, primarily moms and kids, on the 5-point Purity Promise, a list of DairyPure’s quality guarantees that consumers have rated and ranked as their top concerns for dairy. Our team took the education aspect so seriously, they set the campaign in a classroom. But rather than having a bunch of kids spouting off brand benefits, we let consumers learn about the 5-Point Purity Promise® straight from the cows’ mouths. Campaign deliverables include national TV, FSIs, POS, website, banners, custom content and blogger outreach.

DairyPure is a branded roll-up of Dean Foods’ 31 regional and local dairies and was introduced to the market as a $2.5 billion brand. This is the second Pacesetter achievement by a Dean Foods brand. Curiosity’s campaign for TruMoo, Dean Foods’ chocolate milk brand, helped support its growth to win a top spot on the list in 2013.

To see the national DairyPure television spot and more of the campaign, click here.

DairyPure is available at grocery stores nationwide. We hope you’ll enjoy it as much as we do!