The solution

The “Products With Purpose” campaign paid off that vision and value story. We created a campaign that inherently differentiated DSM by going beyond the products they sell, delivering a human benefit story. In doing so, we simultaneously grouped the competition together while creating a promise based on a larger, more important vision. Rather than the “what,” we focused on the “why.”

We created visuals that were uplifting and unmistakably DSM, while still allowing for specificity across the multitude of business units in the portfolio. This elevated DSM to a category on its own, far above the typical stock library used by the competition. The “Products With Purpose” campaign shows how DSM sees the individual impact of every human nutrition and health product in a distinct and engaging way. On one side, there is a common health and nutrition product that the competition sees. On the opposite side, we reveal the true purpose of that product and the impact it has on the end user. By drawing attention to purpose, it demonstrates DSM’s unique understanding of the humanity of the end consumer and the real-life benefits that nutritional products may have on the health and well-being of people worldwide.