The Current Podcast: MilkPEP’s Miranda Abney on Reclaiming Milk’s Cool Factor

In the April 30, 2025 episode of The Current Podcast, hosts Damian Fowler and Ilyse Liffreing engage in an insightful conversation with Miranda Abney, Vice President of Consumer Marketing at MilkPEP. The discussion delves into MilkPEP's innovative strategies to rejuvenate the milk industry's image, focusing on empowering women in sports, leveraging modern marketing techniques, and ensuring milk remains a staple in contemporary lifestyles.

1. Introduction to MilkPEP and Miranda Abney

Damian Fowler and Ilyse Liffreing kick off the episode by highlighting MilkPEP's legacy, notably campaigns like "Got Milk?" and "Chocolate Milk," which have left an indelible mark on public perception over the years (00:20). Miranda Abney elaborates on her role in steering MilkPEP towards new horizons, emphasizing the organization's commitment to innovation and community building.

2. Empowering Women in Sports

Miranda shares MilkPEP's multi-year mission initiated in late 2022 to support women in sports, particularly focusing on marathon runners. The company began by sponsoring female athletes in major US marathons, aiming to empower individual women rather than the events themselves (00:57). By 2023, MilkPEP had sponsored over 30,000 women, fostering a strong community of resilient and inspiring athletes.

Creating Every Woman's Marathon

As the sponsorship program matured, Miranda discusses the natural progression to host their own event, Every Woman's Marathon. This event was meticulously designed with input from real women runners to ensure inclusivity and empowerment for participants of all abilities and fitness levels (01:58). Miranda highlights the collaboration with Amanda Gor, whose poetic contribution defined the event's ethos, creating a powerful and resonant launch piece that continues to inspire (04:25).

Documentary: Every Woman's Marathon

A pivotal part of the campaign was the premiere of the documentary "Every Woman's Marathon," featuring five remarkable women and their journeys to the marathon start line in Savannah, Georgia (02:09). Miranda explains that the documentary aims to evoke emotions and inspire viewers to believe in their potential, showcasing stories of women overcoming various challenges to achieve their running goals (02:13).

3. The Strategic Importance of Women in Milk Marketing

Miranda articulates the critical role women play in the milk industry, positioning them as primary caretakers who influence household purchasing decisions (03:15). She emphasizes that Every Woman's Marathon was designed to be inclusive, welcoming women regardless of their fitness levels or backgrounds, thereby uniting them under a common goal and enhancing their connection to the MilkPEP brand.

4. Intersection of Culture, Sports, and Milk

Miranda draws a parallel between milk and physicality, referring to milk as the "original performance drink" historically consumed by ancient Greek and Roman athletes (06:14). She underscores the importance of maintaining milk's relevance amidst a crowded beverage market filled with alternatives like oat, soy, and almond milks. Miranda asserts that MilkPEP's performance platform is pivotal in reminding consumers of dairy milk's unique nutritional and taste benefits (07:06).

5. Engaging Younger Generations Through Modern Marketing

Recognizing the shift in consumer behavior, especially among younger audiences who favor entertainment over traditional advertising, Miranda outlines MilkPEP's "edutainment" approach (10:23). This strategy balances education with entertainment to capture and retain the attention of tweens and teens. Platforms such as Meta, YouTube, and TikTok are central to these efforts, alongside emerging channels like Disney's ad tier and Netflix's ad-supported services (12:44).

6. Campaign Outcomes and Metrics

Miranda highlights several key successes from the Every Woman's Marathon campaign:

• Community Engagement: An organic Facebook group emerged post-marathon, attracting thousands of women from across 12 countries who shared their experiences and journeys (13:22).

• First-Time Marathoners: Impressively, 42% of the 7,042 registrants were first-time marathoners, surpassing their goal to create an inclusive event tailored for beginners (14:00).

• Sales Impact: In 2024, MilkPEP reported a 0.8% increase in dairy milk sales—a significant achievement in a $5 billion category. Notably, sponsorships of female athletes generated 6.8 gallons of milk per dollar spent, doubling previous metrics (16:19; 19:18).

7. Expanding Audience Reach

While the primary focus was on women, MilkPEP's inclusive design also attracted male allies who participated in the marathon, enhancing the campaign's diversity and solidarity (17:51). This unexpected engagement underscored the universal appeal of the initiative and MilkPEP's commitment to fostering an inclusive community.

8. Future Growth and Industry Impact

Miranda expresses optimism about the continued growth of women's sports and its symbiotic relationship with milk marketing. She notes that MilkPEP's inaugural marathon inspired major brands like Nike and Lululemon to launch their own women's running events, indicating a broader industry shift towards supporting female athletes (19:48). Additionally, ad spending in women's sports more than doubled in 2024, bolstered by high-profile female athletes like Caitlin Clark and Simone Biles (20:52).

9. Talent Acquisition and Authentic Partnerships

Emphasizing authenticity, Miranda explains that MilkPEP prioritizes partnerships with genuine milk enthusiasts who incorporate dairy milk into their daily lives. This approach ensures that collaborations resonate authentically with audiences and enhance campaign credibility (21:47; 22:03).

10. Aligning with Consumer Values

In an era where consumer identity influences food and beverage choices, Miranda highlights MilkPEP's efforts to address values such as wellness and sustainability. By offering lactose-free and value-added milk options, MilkPEP caters to diverse dietary needs while maintaining its commitment to nutritional excellence (23:13).

11. Innovation and Future Marketing Strategies

Miranda discusses the importance of innovation in maintaining milk's relevance. She points to experiential marketing and community-building initiatives, particularly targeting Gen Z's desire for connection post-COVID-19. Collaborations with influencers and a significant presence in the gaming space—aiming to reach 70 million youth daily—are key components of MilkPEP's forward-thinking strategies (25:11; 27:03).

12. Breaking Marketing Norms and Industry Inspiration

When asked about marketing rules she'd like to break, Miranda emphasizes the balance between art and science, advocating for creative storytelling alongside data-driven strategies (27:20). She also cites Liquid Death as a source of inspiration, admiring their daring advertising tactics and brand personality (28:13).

13. Memorable Moments and Future Outlook

Miranda shares a favorite pop culture moment involving Nicole Kidman chugging milk during an award acceptance, highlighting the beverage's iconic status (29:38). Looking ahead, she foresees the milk category maintaining its foundational role while evolving through innovative marketing and sustained emphasis on its unparalleled nutritional benefits (30:21).

Notable Quotes

• "Milk has been the original performance drink." — Miranda Abney (06:14)

• "Today's consumers, particularly the younger ones, make our jobs a little bit challenging. They are anti-advertising and pro-entertainment." — Miranda Abney (10:16)

• "Real change in perceptions around milk, especially with moms and women, translate into these women consuming more milk more often." — Miranda Abney (16:19)

• "The most important thing... if you start with someone who is a true fan of dairy milk and really uses it in their daily life, it makes everything else so much easier." — Miranda Abney (22:03)

• "Almond, oat, or whole milk in your coffee? Or do you just drink it straight? Oh, no, no. I'm a whole milk girl all the way." — Miranda Abney (31:42)

Conclusion

Miranda Abney’s conversation on The Current Podcast underscores MilkPEP’s strategic pivot towards empowering women in sports, embracing modern marketing channels, and reinforcing milk's position as a nutrient-rich, performance-enhancing beverage. Through authentic partnerships, innovative campaigns, and a deep understanding of consumer behavior, MilkPEP is successfully reclaiming milk’s cool factor in today's dynamic market.