Milk rings
Milk helps to fuel Team USA on the road to Rio de Janeiro
MilkPEP’s partnership with the United States Olympic Committee provides a national platform to build consumer relevance and trust in milk while supporting Team USA athletes.
Packaging for fat-free, low-fat, reduced-fat and vitamin D milk from SmithFoods highlights milk’s important role in supporting Team USA athletes’ “pursuit of excellence” at the Olympic and Paralympic Games, said Marketing Director Penny Baker.
Milk Life’s official sponsorship with the United States Olympic Committee and Team USA puts milk in the spotlight alongside some of the nation’s top brands and companies, supporting U.S. athletes as they train and compete.
This partnership, which is specific to white milk, provides a national platform to build consumer relevance and trust in milk and supports Team USA athletes who exemplify what it means to Milk Life. With just a month until Team USA participates in the Opening Ceremony of the Rio 2016 Olympic Games, MilkPEP’s national campaign is reinforcing how a lifetime of hard work – and milk – helps build champions by establishing an authentic and emotional connection with consumers.
As we get ready for the Olympic Games, we’ve:
- Enabled milk brands and retailers to engage like never before – with brand-specific activations from new packaging to consumer promotions to custom content and much more
- Selected a team of athletes from multiple high-profile sports, who are featured in a fully integrated marketing campaign that includes national advertising, promotions and content
- Validated milk’s critical role in building U.S. Olympians, confirming that nine out of 10 of them grew up drinking milk, via a proprietary athlete survey conducted with the U.S. Olympic Committee
This 5-year partnership is the biggest sponsorship commitment MilkPEP has ever made, and beyond the Rio 2016 Olympic Games, sets the milk industry up to plan for long-term consumer relevance and category growth. I believe in the power of this platform to help return the milk category to growth, and I’m looking forward to watching the impact it will have this year and into the future.
Maximize the powerful sponsorship with MilkPEP’s marketing support
This first-of-its-kind category sponsorship is supported by a national marketing campaign that includes six Team USA athletes, national advertising across TV, print and digital channels, a national consumer promotion, unique custom content, key influencer partnerships and much more.
MilkPEP has taken an integrated 360-degree approach that has already kicked off. Earlier this month, we completed a social activation and consumer-engaging contest that asked moms to show how they’re building their little champions with the help of the nutrients, including protein, in milk. A powerful video shows how champions are Built, Not Born, showcasing the hard work and determination it takes to reach your potential – whether you’re competing in the Olympic Games or taking on an everyday challenge. This initiative has already driven strong engagement with over half a million Americans.
This month, we introduced Team Milk, our team of U.S. Olympic athletes and launched a program to drive even more engagement that connects to retail purchase directly. The new consumer promotion, Raise A Glass, is supported in 16,000 grocery stores nationwide and through national TV and digital advertising. The promotion encourages shoppers to purchase white milk for chances to win incredible prizes, including a trip to the U.S. Olympic Training Center in Colorado Springs, a web training session with a Team USA athlete and co-branded Team USA gear.
MilkPEP will also introduce new national advertising and enhanced digital support throughout the summer and through the Olympic and Paralympic Games.
Opportunities for milk processors to get involved today
One of the most exciting aspects of the sponsorship allows processors to utilize valuable assets, including U.S. Olympic and Paralympic marks in conjunction with the Milk Life logo, athletes and marketing materials to market and build their own brands. Use of the Team USA logo is proven to increase brand perception and engagement; research shows 65 percent shopper interest, especially among teens and females, which are key demographics for milk. And milk brands are able to take advantage of the marks on their brand packaging and marketing materials.
In only a few short months, we’ve seen unprecedented industry engagement, including more than 22 processors and industry partners across the country who are bringing this campaign to life in the dairy aisle and beyond in meaningful ways. MilkPEP’s Team USA assets enable processors to build sustaining value by customizing on-pack creative and developing in-store plans to feature official U.S. Olympic marks and Team USA athletes – all helping drive demand, consumption and sales.
There are multiple ways processors can tap into the national excitement to promote white milk by leveraging Team USA assets, including:
- On-Pack Imagery: Incorporate timely and relevant assets, including Team USA marks and athlete images, on milk packages, point-of-sale materials and in advertising and promotions.
- Access to Team Milk Athletes: Engage and support our national roster of athletes, as well as local hometown athletes.
- Authentic Milk Content: Leverage content created by MilkPEP to help tell the real stories behind the athletes and their connection to milk on your social channels.
- Brand-Specific Activations: Activate brand-specific marketing programs and consumer promotions, such as Raise A Glass, and customizable local market event opportunities.
Processors can visit Milk’s U.S. Olympic Team Center on MilkPEP.org to access turnkey assets, materials and more!
Sponsoring Team USA is a game changer for the dairy industry
Milk’s sponsorship of Team USA is a game changer for our industry, and it presents an invaluable opportunity for the total milk category and milk brands all year long. Supporting athletes with simple, wholesome, and naturally nutrient-rich milk is a natural fit, and we’re proud to support Team USA on their Road to Rio!
This is only the beginning and we’re excited to help the entire industry take advantage of this unprecedented opportunity over the next five years. To discuss the various ways your brand can get involved, please don’t hesitate to call or email us at USOlympicTeamCenter@milkpep.org or 1-800-945-MILK.