In January, the Milk Processor Education Program (MilkPEP) signed a five-year sponsorship deal with the United States Olympic Committee. The agreement allows MilkPEP members to use the Olympic rings on packages and promotional material for white milk.
Milk cartons and bottles bearing the rings have begun to appear in stores in June. Shamrock Farms developed special packaging for its single serve on-the-go milk, gallon and half-gallons.
The packaging “highlights milk’s role in fueling and supporting Team USA athletes’ pursuit of excellence at the Olympic and Paralympic Games,” said Shamrock Farms VP of Marketing Sandy Kelly. The new packaging “will feature the Milk Life and U.S. Olympic Team marks and our spokescow, Roxie” (a cartoon wearing patriotic apparel), she said.
The packaging will remain available throughout the summer as Team USA competes at the Rio 2016 Olympic Games. Packages of white milk will carry the words “Nutrients to Power Gold Medal Dreams,” and Roxie.
Lewis Goldstein, VP of brand marketing for Organic Valley, said the dairy is developing point-of-sale materials featuring a to-be-named Team USA athlete, who is the MilkPEP spokesperson for organic milk processors.
“We also plan to follow this Team USA athlete’s journey to the Olympic Games on our social channels to help create a personal connection with our brand,” he said. The dairy co-op is also donating milk to some of the athletes as they train in the weeks leading up to the Olympic Games, Goldstein said.