DairyPure came to us with a unique combination of challenges. Not only was overall milk consumption on the decline, the brand had very little awareness: DairyPure is the nation’s largest milk company, but their awareness was very low.
We quickly realized that the only way to instigate consumption and amplify brand awareness was with a fresh brand strategy that connected with consumers in a true, modern and honest way. Turns out the answer was right there in the brand’s name: Pure.
Our research landed on the insight that while in today's world, incivility and complexity are the cultural norm, the rare moments of simple, unadulterated purity are the ones we remember. Sure, the news and social media constantly overwhelm us with negativity and noise. But there still exist moments of unadulterated “Pureness” that are an antidote to all of that. Like when you are enjoying DairyPure milk.
We positioned DairyPure as the champion for innocence and simplicity – an example of what is good and pure in the world today. And a reminder that that we all need a little more of it in our lives.
