The Milk Processor Education Program (MilkPEP), Washington, D.C., said it has seen unprecedented levels of industry engagement related to Milk Life’s 2018 U.S. Olympic Committee partnership. Milk brands across the United States have leveraged the partnership in their marketing efforts, from packaging to events, social media and digital content, sweepstakes and more.

Examples of the excitement driving interest to the milk aisle, MilkPEP said, include:

• “Built Not Born” video content: new resonant video content featuring Jamie Anderson, Kristi Yamaguchi, Maddie Bowman, Rico Roman and Joss Christensen, along with national advertising featuring U.S. Olympic Gold Medalist Maddie Bowman.
• Digital content: a series of new digital content pieces showcasing how Team Milk elite athletes are “Fueled by Milk.”
• On-pack/in-store plans: Milk companies across the country continue to roll out custom on-pack creative and in-store plans to feature official Team USA marks — all aimed at driving demand, consumption and sales.