MilkPEP’s new Built With Chocolate Milk campaign, which will debut on Sunday, March 27, features 2012 Summer Olympics Team USA swimmers Tyler Clary (gold medal) and Jessica Hardy (gold and bronze medals). Sunday’s campaign continues MilkPEP’s partnership with USA Swimming, the national governing body for the sport of swimming in the United States.
Clary and Hardy will star in 30-second television spots, print and digital advertising funded by dairy processors through the check-off program of the Milk Processor Education Program, Washington, D.C. The campaign also includes product sampling.
The national marketing campaign continues MilkPEP’s positioning of chocolate milk as a suitable post-workout beverage.
Although this new chocolate milk campaign uses Olympic athletes, it is separate from MilkPEP’s official five-year sponsorship of the U.S. Olympic and Paralympic teams. MilkPEP is limited to promoting white milk at the Olympics. The Coca-Cola Co. owns the rights to promote chocolate milk.
Listen to a podcast interview with MilkPEP CEO Julia Kadison about MilkPEP, the Milk Life campaign and the U.S. Olympics Committee.
As the “Official Recovery Beverage of USA Swimming,” the partnership will highlight the important role that chocolate milk plays in the post-workout ritual of all competitive swimmers through product sampling at USA Swimming events, digital and social media content and branded exposure in Splash Magazine.
Shamrock Farms, Nesquik support MilkPEP’s Built With Chocolate Milk campaign
Dairy processor Shamrock Farms (which makes Rockin’ Refuel) is leveraging the partnership with USA Swimming because “we’ve seen a growing number of athletes and exercisers demanding Shamrock Farms chocolate milk as a recovery beverage,” said Sandy Kelly, vice president of marketing.
Shamrock Farms developed new packaging for its chocolate milk products that highlights chocolate milk’s designation as “The Official Recovery Beverage of USA Swimming.”
Kelly said Shamrock Farms plans to leverage the partnership through social media, events, media relations efforts and advertising.
Nesquik also developed new packaging with the “official beverage” language and the brand’s iconic
bunny. The designation will be featured prominently on 10-pack cases of the low-fat chocolate milk.
Nesquik Marketing Manager Marc Serin said the brand is “excited to incorporate the new USAS partnership into our broader sports marketing efforts. For example, we also promote Nesquik at local grassroots events to help runners recover with low fat chocolate milk post-race through the national Built With Chocolate Milk campaign.”
“We’re proud to partner with two of the nation’s brightest medal hopefuls and share why chocolate milk is the recovery beverage of the world’s best athletes,” said MilkPEP Marketing Director Miranda Abney.