For milk processors ‘Be like Mike’ is now ‘Be like Tony, Kevin, Kemba or Ryan’

Core Power, a post-workout recovery beverage, tackles Tony Romo. MilkPEP tips off a new campaign with Kevin Love.

Back in the day, Gatorade encouraged young athletes to “Be like Mike.” Michael Jordan, that is. While many consider the former NBA star to be the GOAT (that is, the greatest of all time), marketers are looking for new kids (not old goats) to promote their wares.

This week MilkPEP and Core Power turned to the basketball court, the gridiron and the hockey rink to find celebrity endorsers.

The high-protein milk shake brand Core Power said it signed endorsement deals with Dallas Cowboys quarterback Tony Romo (NFL football), Charlotte Hornets point guard Kemba Walker (NBA basketball), New York Rangers Ryan McDonagh and Chicago Blackhawks Patrick Sharp (NHL hockey) and Paralympic athlete Blake Leeper.

Jocks like chocolate milk after working out

Earlier in the week, the Milk Processor Education Program (funded by milk processors) said Kevin Love of the NBA’s Cleveland Cavaliers will star in the latest iteration of its Built with Chocolate Milk campaign. The TV, print and digital campaign launched on March 18, coinciding with the NCAA’s college basketball tournament, which is heavily viewed by high school and college athletes, an important demographic market.

In 30-second television spots, Love plays against a basketball-shooting robot that tests his rebounding skills (see photo, above). Ultimately, Love defeats the machine by pulling down every rebound until the robot burns out.

Core Power is a real dairy beverage that is made with milk

Core Power is made from real milk without protein powders by fairlife LLC, the processing arm of Select Milk Producers. The company owns and operates its own state-of-the-art plant in Michigan. Fairlife made news earlier this year with the announcement that The Coca-Cola Co. would distribute fairlife milk nationally.

Core Power started out as a product named Athlete’s HoneyMilk. Core Power is available in two varieties: a Core version with 26 grams of protein and 240 calories, and a light version with 20 grams of protein and 150 calories. Core is available in vanilla, chocolate and banana flavors and Light is available in chocolate and strawberry banana.