Dean Foods continues to add to a brand-building effort that is one of the most daunting available: starting a new U.S. national brand from scratch, in a category that has always been short on national brands in the first place, and where consumption has been declining for decades.
To support its DairyPure brand that launched in May 2015, America’s largest dairy has released a new video commercial and accompanying shorts under its “Stay Pure” positioning that emphasize fluid milk as one of those “pure” enjoyments that can provide clean and wholesome nutrition, create fun and bonds between generations—even as negativity swirls around them.
In the hero spot, a dad is at home scanning his phone as talking heads fight on the cable news TV channel he’s watching. Suddenly his young son arrives, changes the channel to a cartoon, pours himself a bowl of cereal and milk, and begins giggling. Dad pauses, smiles and figures, what the heck, he’ll have a bowl of cereal too. The tagline: “Pure milk, pure moments. Nothing else. Dairy Pure.”
A series of eight-second videos featuring kids (compiled above) is designed for pre-roll use on digital enhances the purity theme as DairyPure depicts kids doing innocent things with milk, such as blowing bubbles. It’s all about building “a true brand voice with ‘Stay Pure’ in a classically unbranded milk category,” said Marissa Jarratt, Dean Foods’ vice president of marketing and innovation, of the new campaign (by KBS) and next steps for the brand almost two years after launch.
The goal is to tap into what Dean Foods sees as 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.” And it’s not stressed causing consumers to skip milk—the beverage’s long sales decline is due to competition from branded beverages ranging from carbonated soft drinks, plant-based milks (such as soy and almond) to bottled water brands.
For Dean to continue to get traction with DairyPure, which is now a $1.5B brand, it’ll have to continue to win over millennial parents with its “clean label” and its 5-Point Purity Promise touting the nutritional credentials of its milk.
Having a national brand that spans the U.S. will certainly help DairyPure grow its business. But its long-term prospects are going to hinge on whether Americans, and particularly millennials, re-embrace milk for drinking and cooking—and that’s not a sure bet.