TruMoo Kid Harder“Kid Harder” celebrates kids who go all out in their play and their sense of childhood wonder.
Every day is a race against bedtime, packed to the brim with adventure. With sticks. And bugs. And forts. And games with ill-defined rules.
Kids that play harder don’t fear skinned knees or grass stains because they know that once the streetlights come on, they’ll return home -- triumphant. And their parents will be there waiting to refuel them with a hard-earned glass of TruMoo Chocolate Milk.
TruMoo is in a very competitive beverage space where there are a wide variety of choices for consumers. The goal is to connect with consumers at a more emotional, human level, positioning TruMoo as the sought-out brand that parents can feel good about giving to their kids.
In its research for the TruMoo brand relaunch, KBS talked to moms about their childhoods, their kids and play. A key finding: What moms wanted more than anything was for their kids to spend less time looking at a screen and more time being outside, playing and exploring. Moms felt fulfilled when they could help their kids grow, learn and discover – without their phones, tablets and devices – in addition to satisfying their nutritional needs. This means ensuring their kids are enjoying childhood as they remember it: being outside with friends, going on adventures, being active and afterwards, drinking refreshing chocolate milk, which made play a natural fit for the TruMoo brand.
Therefore, in “Kid Harder,” TruMoo is positioned as a champion of childhood play. With proteins, carbs and calcium, and that great chocolate taste, it’s the perfect, fun drink that moms and dads can give to their kids to refuel them after a long day of play.
“With this campaign, KBS takes the TruMoo brand to a different level, appealing to parents and how play was for them as kids,” said Marissa Jarratt, Dean Foods Vice President, Marketing & Innovation. “It’s the kind of innovative thinking that defines KBS, which truly understands this category and what makes the TruMoo brand unique.”
“The idea of kids being in need of more opportunities for real -- not virtual -- play resonated with parents,” said Ted Florea, Global Chief Strategy Officer at KBS. “We’re proud to take this human- and emotion-centered approach to furthering the TruMoo brand.”
Advertiser: Dean Foods
Sound Company: Sound Lounge
Producer: Alicia Rodgers
Senior Audio Mixer: Seth Phillips
Head of Production: Liana Rosenberg
Editorial Company: KBS Studio
Senior Editor: Victor Barczyk
Finishing Company: Artjail
Producer: Perry Tate
VFX Lead / Flame Artist: Emily Bloom
VFX Supervisor/CD: Lee Towndrow
Creative Agency: KBS (kirshenbaum bond senecal + partners)
Group Creative Director: Andreas Baumert
Global Production Officer: Madison Wharton
Director of Content Production: Kim Jose
Content Producer: Laura Peguero
Senior Business Affairs Manager: Denise Klapp
Global Chief Strategy Officer: Ted Florea
Strategy Director: Rita Dory
Senior Strategist: Robbie Felder
Global Director of Business Leadership: Steve McCall
Account Executive: Andrew Dean
Director of Content Studio: Kate Johnson
Line Producer: Colin Lewis
Categories: Milk, Soft DrinksForsman & Bodenfors New York, 2 years ago