The campaign, part of the larger REFUEL got chocolate milk? promotional drive, was launched last month. Through partnerships with the US men’s hockey and women’s ski jump teams, the print, TV, and online campaign highlights the role played by chocolate milk in the athletes’ preparations for the Sochi Winter Olympics 2014.
REFUEL got chocolate milk? was devised by the Milk Processors Education Program (MilkPEP), the brains behind the famous Got Milk? campaign.
Speaking with DairyReporter.com, Miranda Abney, director of marketing at REFUEL got chocolate milk?, said that the mustache-free campaign will provide processors with a new way to market this "underdeveloped product."
“While the iconic white milk mustache has been, and will remain, a mainstay of the famous print campaign for 17 years, the Built with Chocolate Milk print, television and online advertising is moustache-free,” said Abney. “Instead, our new Built with Chocolate Milk advertising highlights how chocolate milk helps the world’s best athletes and everyday athletes, alike, recover after exercise.”
“The Built with Chocolate Milk campaign gives the industry the opportunity to build a legacy product that extends milk’s brand and nutritional equity for years to come and also builds momentum in other industry areas, such as the defense of chocolate milk in schools."
“It also provides processors with a new way to market an underdeveloped product that most people enjoy yet tend to shy away from as they get older," she said.
Refuel, rebuild, reshape
The Built on Chocolate Milk campaign was developed on the back of several recent scientific studies that identified chocolate milk as an effective post-workout recovery aid.
Building on this research, the Built on Chocolate Milk campaigners claim that the mix of protein, carbohydrates, electrolytes and nutrients in chocolate milk make it an ideal way for athletes to “refuel, rebuild and reshape.”
“After a strenuous workout, chocolate milk provides an ideal carbohydrate to protein ratio and is simple, effective and scientifically shown to help the body recover after a hard workout,” said Abney.
“Our consumer facing campaign highlights 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.”
Create a halo effect
Abney added that MilkPEP hopes that by promoting low-fat chocolate milk as a post-exercise muscle recovery aid it can develop “a great new usage occasion for milk.”
“It’s an excellent opportunity to convert new milk drinkers and provides lapsed users with a new reason to drink milk,” said Abney. “We believe positive conversations around refuelling will also create a halo effect on all milk because it reminds consumers of milk’s relevant benefits and great taste.”