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MilkPEP launches ‘Built with Chocolate Milk’ campaign with Olympic athletes


Source: International Dairy Foods Association


Since launching in early 2012, the REFUEL / got chocolate milk? campaign by the Milk Processor Education Program has been gaining momentum on both local and national levels.

MilkPEP recently conducted new consumer research to ensure the chocolate milk recovery message is being communicated in the most effective and relevant way. The research tested the current “My After” campaign alongside several newly developed options with consumers in the refuel target. The findings show that MilkPEP could build on the strengths of the “My After” campaign and expand efforts to increase the likelihood that athletes would choose chocolate milk after exercise.

Grounded in the insights gleaned from the research, MilkPEP’s new Built with Chocolate Milk campaign debuted Nov. 18 in USA Today. Click here to read the story.

Backed by the Women’s Ski Jumping USA team and the USA Hockey team, the new campaign showcases what elite athletes have known for years and what research supports: drinking low-fat chocolate milk after strenuous exercise helps athletes refuel and rebuild their bodies so they’re ready to give it their all in their next workout.

The new print, television, online and in-store campaign features USA Hockey star Zach Parise, plus athletes from Women’s Ski Jumping USA. In addition, a webisode series at www.gotchocolatemilk.com shares an exclusive look at how these athletes drink chocolate milk to recover as part of their preparation to represent the United States at the Sochi 2014 Olympics in February. View the campaign teaser video here.