How Yin Woon Rani is keeping dairy milk relevant on a shelf of alternatives

As alternatives for dairy milk have exploded—from almond milk and soy milk to oat milk and rice milk—the traditional milk industry has had to fight back to defend its turf. And it is doing so by breaking through with humor and smart partnerships under the leadership of Yin Woon Rani, CEO of the Milk Processor Education Program (MilkPEP), a trade group funded by U.S. milk companies. “We know people have all kinds of choices,” Rani said. “But all the plant-based milks are kind of funny—just the idea of making milk out of nuts or beans.” That observation led to a MilkPEP campaign that debuted earlier this year starring actress Aubrey Plaza for Wood Milk, a fake company making milk out of, well, trees. MilkPEP and its agency Gale leaned in with social media handles, websites, outdoor ads and even merch to drive awareness around the nutritional benefits of dairy milk. MilkPEP has also tied milk to athletic performance with its ongoing “You’re Gonna Need Milk for That” campaign, which worked with athletes to highlight the proteins in milk that help with recovery and building muscle. Part of the campaign also included sponsoring women running the New York City Marathon, which has become an ongoing effort to support female racers running marathons in other cities. Rani joined the organization in 2019 from Campbell Soup Co., where she served as VP, chief customer experience officer. Before that she was president, North America at Universal McCann. “It’s cool that something as classic as milk can be a breakthrough brand,” Rani said. See all of Ad Age’s Breakout Brand Leaders here Which entrepreneur do you admire the most and why? Shelley Zalis and Sheryl Daija are two amazing female entrepreneurs in my life who both pivoted out of successful marketing careers to start organizations—The Female Quotient and BRIDGE, respectively—dedicated to issues of diversity, inclusion and equity. I admire their courage and commitment to turn a passion project into thriving not-for-profits making a real difference in the world. What’s currently on your bedside reading list? I’m an avid reader, so the list is almost endless, but right now I have a mix of fiction and non-fiction: “The Perfect Plan” by Bryan Reardon, “DEI Deconstructed” by Lily Zheng, “Seven Steps to College Success for Students With Disabilities” by Elizabeth Hamblett, “Love Lettering” by Kate Clayborn, and my trusted standby, “All Things Bright and Beautiful” by James Herriot. What is the best career advice you’ve gotten? Learn to use your superpowers and worry less about the things you are bad at. Name one brand, other than the one you work for, that you admire. I am a T-Mobile #fangirl both professionally and personally—they have a differentiated POV in a super cluttered category, which is carried through not just their marketing communications and advertising but into their product offerings and service experiences. The first time I went to their website as a customer 10-plus years ago, I was so impressed with an online experience that actually seemed like it was by humans for humans. What is your secret weapon for business success? I strive for the dynamic balance represented in the yin-yang symbol, where the never-ending tension between dark and light propels you toward a better future. I also believe deeply that business is a team sport—and 90% of success lies with great people in great teams working toward remarkable outputs and outcomes. See all of Ad Age’s Breakout Brand Leaders here

How Yin Woon Rani is keeping dairy milk relevant on a shelf of alternatives

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