Kids take on larger-than-life challenges fueled by chocolate milk in fanciful spots for Dean Foods' TruMoo from KBS. In the "Kid Harder" campaign, hopscotch doesn't stop at 10 squares, and climbing trees can go on forever.
It's a relaunch for the brand, which is emphasizing outdoor fun and interactive play as an antidote for excessive screentime. Milk sellers including Dean Foods are under pressure as U.S. consumption of traditional dairy has been declining for years. At the same time, branded milk such as Dean's DairyPure face increased competition from lower-priced store-branded milk, particularly at Walmart, the country's largest food retailer. Dean Foods is responding by cutting costs while emphasizing brand building for DairyPure and TruMoo.
When KBS talked to parents, they found they wanted their kids to have a childhood much like the one they remember: plenty of time outside and away from phones and tablets. Parents were also focused on nutritional needs. Chocolate milk has long been promoted as a recovery drink for athletes, both by dairy brands and bro-science practitioners, so it's not much of a leap to position it as a drink for busy kids. Protein, carbs and calcium is a recognizable combination of nutrients, and even picky kids will actually drink chocolate milk.
The campaign is running in digital, social and print placements beginning Tuesday.