Dairy Farmers of America

We partnered with Dairy Farmers of America (DFA) and Kemps to develop and launch a revolutionary new milk product that would make milk exciting again for today’s youth.

Capabilities

Idea Development
Positioning
Naming
Consumer Research
Brand Creation
Packaging Design

Challenge

The dairy aisle was lacking in innovation, and milk consumption occasions were on the decline. Kids and teens were inundated with product options, and needed a reason to believe in milk again. DFA and a retailer partner were looking for a product to act as the innovation anchor in a restructuring of the dairy case.

Action Taken

DuPuis partnered with DFA to develop the top youth concept coming from previous DuPuis milk collaboration with Dairy Management Inc.: siips canned milk. We developed naming and positioning options, including youth-friendly consumer concepts. We then deployed BondFire consumer research to assess the top-performing positioning and names with kids and teens. After developing packaging with youth appeal, we conducted BondFires to assess the total product offering (including packaging, naming and product taste).