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Editor's note: the Milk Processor Education Program yesterday announced it is undertaking a new integrated marketing campaign called Milk Life. The campaign will focus on the nutrition in milk, especially its protein content. In this exclusive report, MilkPEP Interim CEO Julie Kadison explains the decision.
Creating new segments will help protect milk’s relevance, while developing products for those segments will help revitalize sales. Think about how a completely breakthrough product such as the Swiffer Sweeper can revolutionize a category — a new product of this magnitude can help capture sales and bring consumers back to fluid milk.