The new Refuel ‘Got chocolate milk?’ campaign, backed by a podium-topping team of athletes that includes US Basketball Men’s National Team member Carmelo Anthony, 12-time swimming medalist Dara Torres, five other 2012 US Swimming Team medal hopefuls, plus 2010 Ironman World Champion Mirinda Carfrae, shows how refuelling with chocolate milk can play an important role during an athlete’s after-workout ritual.
Low-fat chocolate milk is simple, effective and scientifically shown to help the body recover after a hard workout so that athletes can perform at their best during the next bout of exercise. In the run-up to the summer, recovering effectively between each tough workout can mean the difference between standing on the podium and going home empty-handed.
While the iconic white Milk Moustache, which has been a mainstay of the famous print campaign for 17 years, will continue, the new ‘Got chocolate milk?’ print, TV and online advertising will be moustache-free. Instead, it highlights chocolate milk as a cornerstone of the after-workout rituals of some of the world’s best athletes, underscored with the tagline, ‘My After’.
“Every athlete has his or her own personal after-workout or after-competition ritual, which can make a dramatic difference in how they feel or perform during the next challenge,” said Miranda Abney, senior marketing manager of the Milk Processor Education Program, the group behind the new campaign. “We want to show how everyone, from swimmers to basketball players to Ironman triathletes, are now recognising that their ‘After’ is the perfect time to refuel with low-fat chocolate milk. It has what athletes need to recover after a tough workout.”
Source: MilkPEP
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