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

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.