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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