SALT LAKE CITY, UT / AGILITYPR.NEWS / December 17, 2019 / Utah and Idaho dairy farmers are reinventing themselves.

Dairy West, a regional dairy promotion organization that works on behalf of Utah and Idaho dairy farm families to inspire trust in dairy farming and increase dairy food sales, is launching a new brand called Unbottled.

Serving as a consumer-facing brand for Dairy West, Unbottled is designed to appeal to people who are concerned about health, nutrition and good food choices for themselves and their families.

“Marketing a singular message to a diverse group of audiences can be challenging,” said Kristi Spence, Dairy West’s senior vice president of marketing.

Dairy West’s vast constituency ranges from dairy farmers, processors and supply chain partners to food manufacturers, foodservice operators, distributors and retail grocers, and from school officials and health professionals to athletes and other influencers in addition to a variety of consumers.

“We are fortunate to work with a lot of people in a lot of different ways, and we want these relationships to be as clear and impactful as possible,” Spence said. “Some in-depth brand soul-searching has led us to a two-brand approach — one that will eliminate confusion about who we are and be more meaningful with our outreach.”

Moving forward, Unbottled will serve as a vehicle for messages Dairy West and its partners can share directly with consumers. Simultaneously, the focused Dairy West brand will serve as the brand for its industry-facing audiences, with a vision is to convene the entire dairy community and work together toward an ongoing positive collaboration.

“The Unbottled brand captures how dairy foods can help unbottle everyone’s inner greatness,” Spence said. “No matter what someone wants to become, no matter their goals and ambitions, we want to help them along that journey and demonstrate where dairy can play a role.“

Spence and her colleagues at Dairy West are confident the new brand will resonate with people.

“One of the challenges in our contemporary society is that there’s so much clutter, especially with respect to nutrition,“ said Spence, who is also a registered dietitian. “Often confusion and guilt are associated with certain food choices, and it can become hard to know what selections to make for ourselves and our families to align with our values and meet our budget.

“Through clear and authentic information, we hope to close this gap and give people permission to become their best selves, make choices that feel right, and get people back to what’s simple and real. We envision Unbottled becomes a trusted, uncomplicated voice in a sometimes-confusing nutrition world.”

Introducing consumers to the new brand, Dairy West unveiled Unbottled the week before Thanksgiving with a 30-sec. commercial that airs on TV and digitally in Utah and Idaho. The brand will have an always-on presence where the messages and the type of media the organization uses changes based on the season and relevance.

Dairy West has also entered into a sponsorship agreement with Utah Public Television and Idaho Public Television with an original 30-second, animated video that is airing now.

The new brand’s website at Unbottled.com is a landing page that will build out into a robust destination by April 2020. Visitors will be able to find details about everything from dairy’s nutritional benefits to what’s going on at farms with animal care, stewardship and environmental sustainability.

“Right now at DairyWest.com, we post ask-a-dietitian and ask-a-farmer segments periodically,” Spence said. “We’re looking to broaden that on Unbottled.com to be more of a you-asked-we-answered concept about anything related to dairy, the farm, and nutrition, with a variety of experts — including third parties — answering those questions.

“We know people have questions about nutrition, about where their food comes from and about what goes on at the farm. Our aim with Unbottled is to transparently share what happens and why.”

On social media, Dairy West has transitioned its Facebook and Instagram accounts to Unbottled and created a Twitter account for the new brand with #unbottleyourgreatness serving as the official hashtag. Dairy West will continue to maintain accounts on LinkedIn and Twitter.

Spence said the Unbottled brand works well with the “Undeniably Dairy” campaign the Innovation Center for U.S. Dairy launched in 2017.

“Unbottled is a complement to the national Undeniably Dairy campaign,” she said. “It’s a great way to take important, national messages about dairy farming and dairy foods and collaborate with local partners to share those messages with our local community.”