• by Larissa Faw , April 5, 2018

Dean Foods’ DairyPure is introducing its first work from new AOR KBS since awarding the account to the MDC Partners-owned shop in December.

The creative references today's divisive culture to illustrate how a glass of milk can return everything to simplicity and normalcy.

The ad features a dad at home, busy with his phone along with a noisy TV showing peoople arguing with a graphic that reads, “A Nation Divided.” He changes the channel once his son enters the room and watches his child pour himself a bowl of cereal with milk and begin giggling at the kids show.

The dad then smiles and joins his son in a bowl of cereal with milk while watching cartoons. The film concludes with the words, “Pure milk, pure moments. Nothing else. DairyPure.”

In addition to this spot, the campaign includes a series of digital shorts that celebrate childhood innocence, with videos of kids blowing milk bubbles and other similar moments.

KBS's strategy is meant to differentiate the dairy brand by showcasing its core product lineup rather than relying on humor or well-known personalities.

The overall intent connects the core product offering -- milk and nothing else -- to a strong and growing cultural and consumer desire to move away from things bringing stress and negativity to simplicity and authenticity, says Steve McCall, director, global business leadership, KBS.

Previously messaging had focused on functional benefits of milk and dairy products, such as nutritional claims and no GMOs. "We identified that no brand was standing out, connecting strongly with consumers as being different, or providing motivation for usage," said McCall.

The media buy includes TV and digital video, pre-roll — desktop and mobile — as well as social, in-store, digital banners.  

Dean Foods spent $7.27 million advertising DairyPure last year, down from $13.52 million in 2016, according to Kantar Media.