US Creative Work of the Week: DairyPure brings simple pleasures to breakfast table

With so much political and media noise out there, sometimes a childlike take on the world is necessary. That's the point behind a cute spot by KBS for Dean Foods brand DairyPure.

The film opens with a dad at home scrolling through his work phone while news talking heads argue on the TV with a header that reads, “A Nation Divided.”

Suddenly the channel changes and cartoons appear on the screen, replacing the arguing pundits. The man's son sits down beside his father, pours himself a bowl of cereal with DairyPure milk, and begins giggling at a cartoon. Dad takes a pause, then smiles and joins his son in a bowl of cereal with milk while watching cartoons. Together they share in a moment of simple innocence. The film concludes with the words, “Pure milk, pure moments. Nothing else. DairyPure.”

KBS developed a strategy for DairyPure to connect the core product offering - pure milk and nothing else - to a growing cultural and consumer desire to move away from things bringing stress and negativity to their lives and move towards things that bring more simplicity and authenticity.

KBS is also developing a full campaign including a series of digital shorts celebrating childhood innocence, with videos of kids blowing milk bubbles and other fun moments.

For its innocence and ability to show real family connections, our readers voted the spot the US Creative Work of the Week. To see the spot, click on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

KBS - Kirshenbaum Bond & Partners: Dean Foods 'Stay Pure'

Agency: KBS - Kirshenbaum Bond & Partners

Client: Dean Foods

Date: April 2018

Following Dean Foods’ DairyPure appointment of KBS as their new agency of record, the partnership launched the first rebrand spot for the 'Stay Pure' campaign.

The film opens with a dad at home burrowed in his work phone while the all too familiar talking heads argue on the TV - all fighting for air time amid a chyron reading, “A Nation Divided.”

Suddenly the channel changes and cartoons appear on the screen, replacing the arguing pundits. His son has entered the kitchen and changed the channel. The son sits down beside his father, pours himself a bowl of cereal with milk, and begins giggling at the kid’s show. Dad takes a pause, then smiles and joins his son in a bowl of cereal with milk while watching cartoons. Together they share in a moment of pure innocence. The film concludes with the words, “Pure milk, pure moments. Nothing else. DairyPure.”

The challenge was to build a true “brand” in the classically unbranded conventional milk category, driving brand purchase intent amidst an ever-expanding array of dairy products and offerings. DairyPure needed to show a unique authentic selling point as well as an understanding of the challenges modern parents face.

KBS developed a strategy for DairyPure to connect the core product offering - pure milk and nothing else - to a strong and growing cultural and consumer desire to move away from things bringing stress and negativity to their lives and move towards things that bring more simplicity and authenticity.

Building on the hero spot, KBS is also developing a full 360 campaign including a series of digital shorts celebrating childhood innocence, with videos of kids blowing milk bubbles and other fun moments.

Credits:
 

 

 

Dean Foods:
Marissa Jarratt
VP, Marketing & Innovation
Joe Reske
Sr. Director of Marketing – DairyPure

KBS:
Ted Florea
Global Chief Strategy Officer
Rita Dory
Strategy Director
Pooja Kakr
Associate Brand Strategist
Keith Butters
Global Chief Technology Officer
Mike Abell
Group Creative Director/Copywriter
Kevin Gentile
Group Creative Director/Art Director
Steve Cady
Associate Creative Director
Kristin Cubbison
Copywriter
Madison Wharton
Global Chief Production Officer
Dennis McKinley
Executive Content Producer
Laura Peguero
Content Producer
Michele Kunken
Executive Creative Director

Production Company - Hungry Man:
Hank Perlman
Director
Kevin Byrne
Executive Producer

Editor - Arcade Edit:
Brad Waskewich
Editor
 

Tags: United States

 

 

 

KBS rebrand spot "News" for Dean Foods' DairyPure

 

 

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