Dean Foods is one of the nation’s leading food and beverage companies, producing a full line of dairy products marketed via 31 local and regional dairy brands throughout the United States. The company determined that significant market efficiencies could be gained through a roll-up of the individual dairy brands, while maintaining the consumer loyalty and recognition of the existing dairy brands. So Dean Foods reached out to Curiosity to help launch this complex and exciting new brand.
Leverage the equity of the regional brands while prominently emphasizing the new national DairyPure brand supported by Dean’s 5-Point Purity Promise, a list of quality guarantees for all DairyPure products. The first two points promise moms that DairyPure will never carry artificial growth hormones or antibiotics—an offering many believe is only available in organic milk, which is a huge cost for families. No other non-organic milk brand can match the 5-Point Purity Promise and that is the central message driving the campaign. Curiosity developed a full, 360-degree campaign to support the brand, including national TV, website design, digital advertising, social media, in-store, FSI, content marketing and more.
- $2.5 billion-dollar brand at launch (bigger than Lay’s & Diet Coke)
- First and largest national fresh milk brand in the U.S.
- Household penetration of 42%
- DairyPure helped drive 4 consecutive quarters of positive year-over-year growth for Dean Foods
Year 1 National Spot