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| Ohno's print ad will debut in Men's Health magazine Aug.26 |
MilkPEP yesterday announced that former U.S. speedskater Apolo Ohno, who is now training for the Ironman World Championship triathlon, will be featured in a new, national "Built With Chocolate Milk" ad campaign that is based on his return to competition. Ohno is featured in two new ads for the campaign. The ads -- print and a 30-second TV spot -- feature Ohno training for the competition. The TV spot will air on a variety of networks including NBC and NBCSN this week. His print ad will debut in Men's Health magazine Aug. 26 (
MilkPEP). AD AGE's Max Willens noted a series of webisodes tracking Ohno's training regimen as he prepares for the triathlon "will also be released regularly throughout the campaign." The campaign "is the second MilkPEP campaign to feature a retired athlete training for the Ironman, and more proof that the trade group has found a strategy it intends to build on." The original "Built With Chocolate Milk" campaign focused on former NFLer Hines Ward. While there are "some similarities" between Ward and Ohno -- both are retired pro athletes, both won "Dancing With the Stars" -- MilkPEP and its agency, Lowe Campbell Ewald, both saw Ohno, "who has worked as a milk pitchman since he was a teenager, has a little something extra." MilkPEP Marketing Dir Miranda Abney: "Apolo is sort of America's sweetheart. A lot of women are really engaged on what he's up to." MilkPEP "is hopeful that engagement will translate into increased awareness among women and people who are interested in becoming more fit" (
ADAGE.com, 8/5).
