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Hello, communicators:
The national milk processors’ organization, MilkPEP, has debuted a new slogan and campaign that aims to reposition milk as “the original sports drink” with an edgy new tone that MilkPEP CEO Yin Woon Rani says has “more swagger and attitude” compared to past campaigns.
“The messaging aims to tap into at least a few macrotrends—consumers are taking better care of themselves since the pandemic and gravitating toward food and drinks with fewer additives and cleaner labels,” reports Adweek. “New data shows, for instance, that milk has 13 nutrients that fuel athletic performance and only three ingredients total (milk, vitamins A and D), as opposed to sports drinks’ multiple-ingredient recipes with added sugar, flavors and color.”
Enlisting pro climber Kai Lightner to scale a climbing wall atop a 30-story building, MilkPEP is making its case as an extreme beverage:
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