The campaign, part of the larger REFUEL got chocolate milk? promotional drive, was launched last month. Through partnerships with the US men’s hockey and women’s ski jump teams, the print, TV, and online campaign highlights the role played by chocolate milk in the athletes’ preparations for the Sochi Winter Olympics 2014.
REFUEL got chocolate milk? was devised by the Milk Processors Education Program (MilkPEP), the brains behind the famous Got Milk? campaign.
Speaking with DairyReporter.com, Miranda Abney, director of marketing at REFUEL got chocolate milk?, said that the mustache-free campaign will provide processors with a new way to market this "underdeveloped product."
“While the iconic white milk mustache has been, and will remain, a mainstay of the famous print campaign for 17 years, the Built with Chocolate Milk print, television and online advertising is moustache-free,” said Abney. “Instead, our new Built with Chocolate Milk advertising highlights how chocolate milk helps the world’s best athletes and everyday athletes, alike, recover after exercise.”
“The Built with Chocolate Milk campaign gives the industry the opportunity to build a legacy product that extends milk’s brand and nutritional equity for years to come and also builds momentum in other industry areas, such as the defense of chocolate milk in schools."
“It also provides processors with a new way to market an underdeveloped product that most people enjoy yet tend to shy away from as they get older," she said.
Refuel, rebuild, reshape