MilkPEP Program Launching Sochi Ad Campaign Featuring Parise, Other Athletes
The Milk Processor Education Program, or MilkPEP, is launching a "new marketing program" for the '14 Sochi Games, according to Karlene Lukovitz of MARKETING DAILY. The new national ad campaign, "Built with Chocolate Milk," features Olympians and the message that the athletes "drink low-fat chocolate milk after strenuous exercise to help them refuel and rebuild their bodies." The campaign features Wild LW Zach Parise and ski jumpers Abby Hughes, Alissa Johnson, Jessica Jerome, Lindsey Van, Nita Englund, Nina Lussi and Sarah Hendrickson. The campaign "spans print, television, online and in-store promotions." Additionally, a Webisode series at www.gotchocolatemilk.com "offers an exclusive look at how Parise and the ski jumping athletes are building up for the Olympics." Members of the swim team in '12 were "featured in a 'Refuel/Got Chocolate Milk?' TV and print campaign, as well as in online Webisodes" (MEDIAPOST.com, 11/11).