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Childhood innocence and cultural tension is the unlikely combination for DairyPure's new slot by agency KBS. The heartstring-tugger is part of a 360 campaign that includes a series of digital shorts. "The roll-out of our integrated communications is designed to drive awareness of the new brand idea, and surround consumers with a variety of ways to engage with DairyPure and learn more about the product story," said Ted Florea, global chief strategy officer at KBS.