The Milk Processor Education Program (MilkPEP) recognized this as an opportunity to reposition what has traditionally been known as a “kids’ drink” into a serious recovery beverage to bring lapsed milk drinkers back into the fold and successfully drive incremental sales growth for chocolate milk.
Leveraging credible science, the equity of the iconic “got milk?” campaign, the endorsement of highly influential elite athletes and credible partners, MilkPEP is going head-to-head with established sports beverage brands to tout the benefits of drinking chocolate milk after strenuous exercise.