U.S. dairy industry ties itself to the Summer Olympics in Rio
Milk processors (through Milk Life) and Greek yogurt maker Chobani are among the most prominent supporters.
The U.S. dairy industry is making the most of marketing and promotional opportunities surrounding the 2016 Summer Olympics Games, which begin Friday in Rio de Janeiro, Brazil. Milk processors and yogurt producers are among the most prominent supporters. Large and small dairies are supporting Team USA or individual athletes. Other companies are using former Olympians as spokespeople.
Perhaps the best-known marketing effort is that of MilkPEP. The Milk Processor Education Program signed a multiyear deal in January with the United States Olympic Committee to support the U.S. Olympic and Paralympic teams through the Rio 2016, PyeongChang 2018 and Tokyo 2020 Olympic and Paralympic Games.
The deal allows processors of white milk (not chocolate) to use the Olympic rings and other imagery to show their support for Team USA. (See photo gallery above for examples.) Dairies need approval from the U.S. Olympic Committee before they can print labels and other marketing materials with the rings.