MilkPEP launches the refuel with chocolate milk campaign

By Julie Buric, MilkPEP Vice President Marketing

Refuel: “got chocolate milk?” Campaign

The science behind refueling with lowfat chocolate milk presents a great new usage occasion for milk. The Milk Processor Education Program (MilkPEP) is capitalizing on this by building a long term refuel strategy that reminds athletes to make chocolate milk part of their recovery routine and encourages retailers and brands to tap into the $3.3 billion sports-drink industry with the refuel with chocolate milk message. 

This month, MilkPEP will take Refuel to the next level by creating an integrated consumer campaign that will build awareness among athletes ages 18-34 who engage in regular, strenuous exercise. Changing the patterns of adult athletes will help convert new milk drinkers and provide lapsed users with another reason to drink milk. It will also create a halo effect that could lead to more in-home consumption of chocolate milk across all family members.

Our research shows that the Refuel message is gaining traction with consumers, and this year we will expand our reach to a wide range of athletes and their key influencers: from elite Olympians and coaches to everyday athletes and their trainers. MilkPEP will use relevant science, key partnerships and spokespeople to generate awareness, engage athletes after exercise and continue to build a strong community of chocolate milk refuel champions.

Refuel Tour

At events across the country, MilkPEP will partner with premier race series including Rock ‘n’ Roll Marathon and Ironman as their “Official Refuel Beverage.” The tour will have a presence at the Expo and/or a finish line area to engage athletes and to educate them about the recovery benefits of lowfat chocolate milk. Athletes will be encouraged to become brand ambassadors and spread the refuel with chocolate milk message.

“My After” Ad Campaign

The “My After” creative thematic will run across the national integrated campaign, creating a powerful and personal connection between lowfat chocolate milk and after-workout rituals for athletes. The “My After” campaign will debut in March at Endurance Live in Los Angeles, CA.

2012 Refuel Partners

Through research, MilkPEP learned that aligning with respected athletic organizations is a quick and effective way to elevate message credibility among our target athlete audience. In 2012, chocolate milk will become the “Official Refuel Beverage” of Ironman, the Rock ‘n’ Roll Marathon Series, USA Swimming, Lifetime Fitness and the Challenged Athletes Foundation.  In addition, our successful partnership with USA Basketball will continue.

Team Refuel

We will continue to build “Team Refuel”—our community of athletes—to champion lowfat chocolate milk and the Refuel message among fellow athletes. MilkPEP will offer one winning athlete the ultimate reward– the chance to star in a “got chocolate milk?” ad!  Athletes also will receive sponsorship money, training gear and other perks.

Flavored Milk Feature Incentive Program

MilkPEP will provide eye catching POS kits for display from May 15 through June 30.  POS kits must be ordered by April 17th.  To order, visit

Local Marketing Materials

Additional local marketing materials can be used all year to amp up your Refuel strategy and are available at 

For more information on chocolate milk, nature’s recovery drink, visit

Did you enjoy this article? Click here to subscribe to Dairy Foods Magazine. 



Image Galleries

Blue Bell Creameries, Brenham, Texas

Blue Bell Creameries of Brenham, Texas, has no shortage of ideas. Every year it considers roughly 300 new flavor concepts. Through a rigorous evaluation process, the company whittles those ideas down to five or six. It is serious about finding flavors that resonate with consumers and translating those flavors into ice cream.


This photo gallery contains additional, unpublished photos of dairy processing facilities featured in Dairy Foods magazine. To view more Behind the Scenes galleries go to our archives page!

3/31/15 2:00 pm EST

Raising the bar with in-line mixing and blending technologies: high output with flexibility and low costs

In this webinar, you will be introduced to advanced in-line blending, dosing and mixing technologies that offer high flexible productions, reduced product losses, shorter batch times, uniform products, and reduced ingredient costs. As a result, Food Manufacturers can optimize their productions and increase their profitability.

Dairy Foods Magazine

df feb cover

2015 February

What's happening in milk; plus we look at Blue Bell ice cream operations, what drives its success.

Table Of Contents Subscribe


What’s your favorite time of day to drink milk/flavored milk?
View Results Poll Archive


Tharp & Young on Ice Cream: An Encyclopedic Guide to Ice Cream Science and Technology

An at once an all-inclusive guide to the meaning of hundreds of technical terms and ideas needed for ice cream manufacturing, as well as a practical introduction to the ingredients, freezing methods, flavoring, and packaging of ice cream, sherbet, sorbet, gelato, frozen yogurts, novelties and many other kinds of frozen desserts.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Facebook logo 40px 2-12-13 Twitter logo 40px 2-12-13  YouTube logo 40px 2-12-13  LinkedIn logo 40px 2-12-13google plus

Dairy Foods Buyers Guide

cover df july 2013Resource for buyers in the dairy processing industry to find information on the leading suppliers and manufacturers.

Find Ingredients, Equipment, Distribution, R&D and More.

Start Your Search Today.