Launching the First National Fresh Milk Brand in the U.S.
The Business Challenge: Driven by many years of successful M&A, the Dean Foods national flavored milk business was made up of over 30 regional brands that didn't leverage the scale of the largest dairy in the U.S.
The Insight: Mom was concerned about childhood obesity and high fructose corn syrup. She also struggled with how to think about the chocolate milk category: Is it healthy or is it liquid dessert?
The Solution: Restage regional dairy brands to TruMoo, leveraging the scale of a national brand but preserving the local endorser dairy brand. Solve a problem for Mom by giving her compelling health RTBs via a national consumer-preferred formula with lower fat, lower calories, lower sugar, no high fructose corn syrup, and no growth hormones.
The Result: Grew Dean's conventional flavored milk share from 14% to 21%. TruMoo is now the #1 flavored milk brand in the U.S.
Launching the First National Fresh Milk Brand in the U.S.
1.
2. The Business Challenge:
Many Regional Brands – No National Strategy
Not Leveraging the Scale of the Largest Dairy Company in the U.S.
3. The Vision:
One Brand – One Strategy
Become the #1 Retail Flavored Milk Brand in the U.S.
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4. The Insights:
I Worry
About
Childhood
Obesity
I Worry
I Trust
About HFCS &
My Local Hormones in
Dairy Brand Our Food
I Wonder
I Wish
Healthy Choices How Healthy
Could Be Happy Flavored Milk
Moments Really Is
5. The Solution:
One National Brand With Local Dairy Endorser
One National Consumer-Preferred Formula
• No HFCS
• No Growth Hormones
6. The Launch:
Packaging :
Over 400
SKUs
Consumer Print
Promotion
Sponsorship &
Product Digital
Placement
In Store Social
PR Television
7. 12.0
13.0
14.0
16.0
17.0
18.0
19.0
20.0
21.0
22.0
15.0
2/8/2009
3/8/2009
4/5/2009
Source: IRI InfoScan, Total US Food
5/3/2009
5/31/2009
6/28/2009
7/26/2009
8/23/2009
9/20/2009
10/18/2009
The Results:
11/15/2009
12/13/2009
1/10/2010
2/7/2010
3/7/2010
4/4/2010
4 Week
5/2/2010
5/30/2010
6/27/2010
7/25/2010
8/22/2010
9/19/2010
10/17/2010
11/14/2010
12/12/2010
Rolling 12 Week
1/9/2011
2/6/2011
3/6/2011
Grew Share from 15% to 21%
4/3/2011
TruMoo* Volume Share of Conventional Flavored
5/1/2011
5/29/2011
6/26/2011
7/24/2011
8/21/2011
9/18/2011
10/16/2011
11/13/2011
12/11/2011
1/8/2012
2/5/2012
TruMoo is Now The #1 Retail Flavored Milk Brand in the U.S.
3/4/2012
