WASHINGTON – Milk Processor Education Program (MilkPEP) chief executive officer Yin Woon Rani earned the distinction of being named one of 2023’s breakout brand leaders by marketing and media publisher Ad Age.
The publication highlighted how Rani, through her creativity and leadership, works to keep traditional dairy milk relevant as the market continues to see a bevy of alternative versions arrive in retail coolers throughout the country.
Ad Age pointed to MilkPEP’s use of “humor and smart partnerships,” as Rani and others work on the behalf of the US milk companies that fund it, with a focus on educating consumers and increasing the consumption of fluid milk.
MilkPEP — the same group that came up with the iconic “Got Milk?” slogan and ads — launched a Wood Milk campaign in April as a way to explain how plant-based milk and real milk aren’t the same. In the satirical video, Wood Milk founder and actress Aubrey Plaza introduces Wood Milk — 100% all-natural, milked wood. The spot concludes with the tagline, “Is your milk real?”
In November, MilkPEP launched a second comedic campaign called “OK2Milk” in an effort to combat what the organization refers to as “milk shaming” of consumers who choose real dairy over milk alternatives. A social-first campaign, the parody was developed in the style of a public service announcement and stars actress and musical artist Queen Latifah.
Earlier in her career, Rani worked in vice president roles for Campbell Soup Company, and was president for international media agency UM Worldwide’s North American branch.
She earned her bachelor’s degree from Yale University and her MBA from NYU Stern School of Business.