By Barry Janoff
March 16, 2016: The people at the Milk Processor Education Program, Washington, D.C., which is funded by the nation's milk companies, enjoy the taste of chocolate milk. But to show support for Team USA as the Summer Olympics approach, they have decided to add some water to them mix.
MilkPEP's Built With Chocolate Milk has formed an alliance with top swimmers Tyler Clary and Jessica Hardy, both training for a spot on the U.S. Olympic squad heading to Rio de Janeiro.
A multi-media campaign, breaking March 27, will focus on their training regimen and how they "trust the post-exercise recovery benefits of chocolate milk to help keep them at the top of their game."
In addition to Clary, who won a gold medal at the 2012 London Olympics (200 meter backstroke) and Hardy, who won a gold (4x100 meter medley) and a bronze in London, the Built With Chocolate Milk campaign has again partnered with USA Swimming, the sport's national governing body, as the "official recovery beverage of USA Swimming."
Built With Chocolate Milk also has alliances with former Olympic speed skating icon Apolo Ohno and Kevin Love of the NBA's Cleveland Cavaliers; and is the "official refuel beverage for the Rock 'n' Roll Marathon Series.
"We're proud to partner with two of the nation's brightest medal hopefuls and share why chocolate milk is the recovery beverage of the world's best athletes," Miranda Abney, marketing director MilkPEP, said in a statement. "We look forward to supporting Tyler and Jessica throughout the year while giving others an inspirational look at how they're preparing to take on the world."
The campaign is anchored by a 30-second TV spot showing Clary and Hardy training in and out of the water, using chocolate milk as part of their routines.
Support includes print, digital, social media and product sampling at USA Swimming events.
According to Matt Farrell, CMO for USA Swimming, "So many elite and National Team athletes trust chocolate milk for their recovery because it's backed by science, so this partnership is a natural fit for USA Swimming.
"We have an important history with the Built With Chocolate Milk campaign, as they make an impact in athlete performance and promotionally by investing in athletes, scientific studies and then spreading the word through national campaigns. We're proud to partner with them to help educate the importance of post-exercise recovery."
"My training isn't complete when I get out of the pool – recovery is an essential part of every workout," Clary said in a statement. "For years, chocolate milk has been my first choice for recovery. It tastes great after my grueling workouts and it has a carbohydrate to protein ratio to help the body recover and basically rebuild after a really hard session."
Echoed Hardy, "I've been drinking chocolate milk after every practice and race for as long as I can remember. It's the thing I look forward to most. I believe that the protein and nutrients in chocolate milk have helped boost my recovery and contributed to my success as an athlete, plus it's a 'real food' and it's delicious."
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