The organization behind the “Got milk?” campaign is tapping three major sports organizations to support a new advertising effort pushing chocolate milk.
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| U.S. swimmers, including Chloe Sutton (foreground), will be part of the campaign. |
The Milk Processor Education Program signed multiyear agreements with USA Swimming, The Competitor Group’s Rock ‘n’ Roll Marathon series and Ironman Series and will use the sponsorships to support its new “Refuel: Got chocolate milk?” campaign. The campaign is designed to encourage the use of chocolate milk as a recovery beverage after strenuous exercise. Recent research by Indiana University shows that milk’s carbohydrate and protein content is more effective at rebuilding tired muscles after exercise than water.
“When you have a limited budget, the best thing you can do is pick the ideal partners you can work with because they help you stretch your dollars and give you credibility with that target audience you’re going after,” said Miranda Abney, senior marketing manager at the Milk Processor Education Program. “It’s serendipitous that we’re launching during an Olympic year when these sports are top of mind.”
In addition to signing the USA Swimming, Rock ‘n’ Roll Marathon and Ironman sponsorships, the Milk Processor Education Program signed endorsements with USA Swim Team members Nathan Adrian, Ricky Berens, Peter Vanderkaay, Chloe Sutton and Amanda Weir. Two of the swimmers are represented by Octagon, two by Arluck Promotions and one by PMG Sports.
The dairy marketing organization will highlight the swimmers in a national print ad campaign that shows the swimmers outside the pool in clothes after practice. They are each holding chocolate milk and the tag line “Our after” appears over the image. The ads are stamped with a “Refuel: Got chocolate milk?” logo and will begin appearing this week in 60 publications, including Outdoor, Men’s Health, Women’s Health and other active-lifestyle magazines.
Posters of the ads will appear in national gym chains like Gold’s and 24 Hour Fitness. The “Refuel” campaign also will include a TV spot that airs alongside NBA basketball games leading up to the Olympics. There is a stand-alone spot with Carmelo Anthony and a spot that features Anthony and swimmer Dara Torres.
The “Got milk?” organization will be a supplier of USA Swimming. Supplier category agreements for large national governing bodies are valued in the mid- to high six figures. The deal is the first agreement USA Swimming has signed since 2010.
The Competitor Group agreement makes chocolate milk the official refuel beverage for 24 Rock ‘n’ Roll Series marathons. Runners will be handed chocolate milk as they cross the finish line of the races. In addition, the “Refuel: Got chocolate milk?” campaign will be featured in the company’s four endurance magazines and its websites.
