The US Milk Processor Education Program (MilkPEP), better known as the National Milk Mustache ‘got milk?’ campaign, is expanding its line-up of national partners and a number of multisport players are now on-board. As part of the new REFUEL | ‘got chocolate milk?’ campaign, low fat chocolate milk will become the Official Refuel Beverage of: the Rock ‘n’ Roll Marathon Series, Ironman, USA Swimming, Life Time Fitness and the Challenged Athletes Foundation.
All of the organisations are lending support to the athlete-targeted education program aimed at highlighting the benefits of refueling with low fat chocolate milk after strenuous exercise.
The line-up compliments the campaign’s existing relationship with USA Basketball. Going forward ‘got chocolate milk?’ will feature: athlete spokespeople in advertising, in online training videos and through event appearances; grassroots events at endurance races, swim meets, charity races and health clubs nationwide; promotional opportunities; and digital and social media engagement.
“So many elite athletes already recognize the benefits of refueling with chocolate milk so it’s exciting to see some of the world’s biggest and most respected sporting organizations also getting behind the message,” said Miranda Abney, Senior Marketing Manager of MilkPEP.
“It’s important that athletes know what they do after a strenuous workout, like refueling with low fat chocolate milk, can help them perform at their best during the next bout of exercise.”
A growing body of published research supports chocolate milk’s recovery benefits after strenuous exercise. The nutrient profile of chocolate milk is what makes it so effective as a post-exercise recovery beverage. It is a natural source of high-quality protein to build lean muscle; it has the right mix of protein and carbs, scientifically shown to refuel and rebuild exhausted muscles; it has fluids and a natural source of electrolytes to rehydrate and help replenish critical nutrients lost in sweat. Some research even suggests milk may help athletes restore and maintain hydration better than water or certain sports drinks.
Strategically, the partnership will enable the campaign to reach athletes across the exercise spectrum. It also brings on board those who are relative newcomers to endurance sport so that post-run recovery – including drinking low fat chocolate milk – instinctively becomes part of their training regimen as they continue to run or race, even after they’ve completed their first marathon or half marathon.
The Official Refuel Beverage of Ironman and Ironman 70.3 Series
Reaching ‘influencer’ athletes at the pinnacle of endurance sport, low fat chocolate milk has become The Official Refuel Beverage of the Ironman and Ironman 70.3 Series. As part of the two-year agreement, the REFUEL | ‘got chocolate milk?’ campaign will engage athletes on-site at select Ironman and Ironman 70.3 triathlon race expos and will help them recover post-race with ice-cold low fat chocolate milk in the ‘got chocolate milk?’ branded ‘REFUEL Zone’.
2010 Ironman World Champion Mirinda Carfrae and multiple Ironman winner Chris Lieto will become spokespersons for the campaign, giving an inside look at how refueling with chocolate milk plays an important role in their after-workout routines and appearing in advertising.
The Milk Processor Education Program (MilkPEP), is funded by US milk processors, who are committed to increasing fluid milk consumption. The National Fluid Milk Processor Promotion Board, through MilkPEP, runs the REFUEL | ‘got chocolate milk?’ campaign, a multi-faceted program designed to educate athletes about the recovery benefits of low fat chocolate milk after strenuous exercise.
Low fat chocolate milk is simple, effective and scientifically shown to help refuel the body so athletes can perform at their best. It’s a natural source of high-quality protein to build lean muscle; it has the right mix of protein and carbs to refuel exhausted muscles; plus fluids and a natural source of electrolytes to rehydrate and help replenish what’s lost in sweat.
