Dairy Protein Messaging Initiative launches website for ‘The Strong Inside’ campaign
The proactive platform will serve as an informational tool to guide targeted consumers in their protein choices.
The American Dairy Products Institute (ADPI) and the members of the Dairy Protein Messaging Initiative (DPMI) announced the launch of a new website designed to communicate the benefits and positive attributes of proteins from milk, with a focus on protein ingredients. The website, www.TheStrongInside.com, is a proactive and impactful platform that will serve as an informational tool to guide targeted consumers — protein-seekers, millennials and women — in regard to their protein choices.
The Strong Inside message is the foundation of the DPMI, Elmhurst, Ill.-based ADPI said. Backed by science but designed to appeal to consumers’ emotions, it emphasizes the unique value of proteins from milk in an engaging and positive way.