MilkPEP CEO Yin Woon Rani: Focus on the ‘C’ in CPG for dairy marketing
Dairy marketers need to reach today’s consumers, particularly younger consumers, in fresh ways.
In a Feb. 24 fireside chat presented by the Washington, D.C.-based International Dairy Foods Association's (IDFA) Women in Dairy, MilkPEP CEO Yin Woon Rani said dairy brands need to focus on “what’s great” about milk and other dairy products and present those attributes in fresh ways to really get attention and broaden the products’ appeal among younger consumers.
“I think that involves finding different channels in which to be available, particularly digital channels and social media,” she told IDFA's Women in Dairy Director Tracy Boyle during the chat. “I mean younger consumers spend much more time on digital than on television, print or other channels we grew up with.