To watch other episodes of Clarity in Commerce, click here.
Dairy milk doesn’t have an awareness issue. But it does have an “attitude” issue, according to marketing veteran Al Dejewski.
Why? Consider the fact that a centuries-old beverage still consumed in 90% of households now has to specify itself as “dairy” to differentiate from the numerous plant-based alternatives that are making the category far more competitive than ever before. Also consider that younger-generation families aren’t typically reaching for a bottle of dairy milk when seeking a “performance drink” to fuel their active lifestyles.
How can a traditional product category like milk stay fresh in the minds of younger consumers? In the latest episode of “Clarity in Commerce,” MilkPEP VP-Marketing Al Dejewski explains how the USDA checkoff program is leveraging cutting-edge technologies and engagement platforms to reposition milk as a performance drink in the eyes (and stomachs) of active-lifestyle households.
Dejewski has more than 20 years of CPG sales and marketing experience in roles that have spanned the full marketing spectrum — brand, customer, consumer and shopper — at a number of blue-chip companies including Chobani, PepsiCo and LaCroix. He joined MilkPEP in 2020 to help the organization modernize its marketing for Millennial Parents, Gen Z and Alpha kids.
Listen to the interview below.
To watch other episodes of Clarity in Commerce, click here.
