By Barry Janoff
March 12, 2012: The Milk Processor Education Program (MilkPEP), best known for its “Got Milk?” campaign, has signed deals with a bevy of sports partners to support to its athlete-targeted program "highlighting the benefits of refueling with low-fat chocolate milk after strenuous exercise."
As part of the new Reuel “Got Chocolate Milk?” campaign, low-fat chocolate milk will become the "official refuel beverage" of the Rock ‘n’ Roll Marathon Series, Ironman and Ironman 70.3 Series, USA Swimming, Life Time Fitness and the Challenged Athletes Foundation.
Low-fat chocolate milk is also in the third year of an official alliance with USA Basketball. Among the specific elements, USA Basketball Men’s National Team and New York Knicks member Carmelo Anthony will be featured as a "team captain" in “Got Chocolate Milk?” TV and print ads, and will "showcase how low-fat chocolate milk is a staple of his post-workout recovery routine through online videos."
The campaign — which MilkPEP said is the first "milk mustache-less campaign in 17 years" — was unveiled this past weekend at the 20th Annual Endurance LIVE Awards in Los Angeles. Among the athletes there, who will be part of the larger Team Refuel push, were speed-skater Apolo Anton Ohno; swimmers Dara Torres, Ricky Berens and Chloe Sutton; Ironman triathletes Chris Lieto and Dr. Andy Baldwin; and Sarah Reinertsen, the first female leg-amputee to complete in the Ironman World Championship in Hawaii.
Marketing will feature athletes in multi-media advertising, digital and social media, training videos, personal appearances and other experiential activation. Tag line for the campaign: "My after."
In addition to Carmelo Anthony, 12-time swimming medalist Dara Torres will star in a new TV commercial for the campaign as well as in a series of Webisodes on gotchocolatemilk.com documenting her training, recovery and preparations for the Summer Olympics. Five USA Swimming athletes will star in a national “got chocolate milk?” print ad: Berens, Sutton, Nathan Adrian, Peter Vanderkaay and Amanda Weir.
“So many elite athletes already recognize the benefits of refueling with chocolate milk so it’s exciting to see some of the world’s biggest and most respected sporting organizations also getting behind the message,” Miranda Abney, senior marketing manager of MilkPEP, Washington, D.C., said in a statement. “It’s important that athletes know what they do after a strenuous workout, like refueling with low-fat chocolate milk, can help them perform at their best during the next bout of exercise.”