WASHINGTON — Lowfat Chocolate Milk Becomes the Official Refuel Beverage of Five World-Class Athletic Organizations
The Milk Processor Education Program (MilkPEP), better known as the National Milk Mustache “got milk?” campaign, is expanding the lineup of national partners lending support to its athlete-targeted education program aimed at highlighting the benefits of refueling with lowfat chocolate milk after strenuous exercise.
As part of the new REFUEL | “got chocolate milk?™” Campaign, lowfat chocolate milk will become the Official Refuel Beverage of the Rock ‘n’ Roll Marathon Series, Ironman®, USA Swimming, Life Time Run, and the Challenged Athletes Foundation®. The lineup compliments the Campaign’s existing relationship with USA Basketball and 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 lowfat 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.
The Official Refuel Beverage of the Rock ‘n’ Roll Marathon Series
REFUEL | “got chocolate milk?” has forged a three-year partnership with the largest road-racing series in the nation, Competitor Group’s Rock ‘n’ Roll Marathon Series. As its Official Refuel Beverage, the REFUEL | “got chocolate milk?” campaign will reach registered race participants online with post-run recovery information throughout their training journey; it will have a major expo and finish line presence at all U.S. races in the series where it will educate athletes about the importance of post-exercise recovery; and it will refuel athletes with lowfat chocolate milk after each race.
Strategically, the partnership will enable the Campaign to reach athletes who are relative newcomers to endurance sports so that post-run recovery – including drinking lowfat 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 Rock ‘n’ Roll Marathon Series partnership compliments the REFUEL | “got chocolate milk?” Campaign’s broader relationship with Competitor Group Inc., which also includes being the presenting sponsor of the 2012 and 2013 Endurance LIVE awards galas, plus a significant media buy across its endurance sports online properties and publications such as Competitor Magazine, Triathlete, Inside Triathlon and Velo.
The Official Refuel Beverage of Ironman and Ironman 70.3®Series
Reaching “influencer” athletes at the pinnacle of endurance sport, lowfat 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 lowfat 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 Official Refuel Beverage of USA Swimming
A number of U.S. swimmers are expected to enter the history books in London this summer, which is likely to add to the already massive appeal of swimming events during the games. With all eyes on our home-grown swimmers, the REFUEL | “got chocolate milk?” Campaign has partnered with USA Swimming, the national governing body of competitive swimming in the U.S., to highlight the important role that refueling with chocolate milk plays as part of the after-workout rituals of a number of medal hopefuls.
Twelve-time swimming medalist Dara Torres will star in a new TV commercial for the Campaign as well as in a series of webisodes that will run on gotchocolatemilk.com documenting her training, recovery and preparations for the summer. In addition, five USA Swimming athletes, Nathan Adrian, Ricky Berens, Chloe Sutton, Peter Vanderkaay and Amanda Weir will star in a national “got chocolate milk?” print ad.
The partnership with USA Swimming also provides the REFUEL | “got chocolate milk?” Campaign with local event activation opportunities at USA Swimming meets throughout the year; branded exposure in Splash Magazine; and outreach to USA Swimming-affiliated coaches nationwide to educate them about the recovery benefits of chocolate milk.
The Official Refuel Beverage of Life Time Run
With an emphasis on reaching appearance-focused active adults, the REFUEL | “got chocolate milk?” Campaign has partnered with Life Time Run, the official running club of Life Time Fitness. Through in-club media, such as Life Time’s in-club broadcast network, LTV, and signage strategically placed to intersect with members post-workout, it will reach up to 1.7 million members across 21 states and in 26 major markets with information about the recovery benefits of lowfat chocolate milk. In addition, an educational campaign will reach members directly via in-club events; outreach to its staff of personal trainers; and by reaching endurance athletes with post-run recovery advice as The Official Refuel Beverage of the Life Time Fitness Run Club.
The Official Refuel Beverage of Challenged Athletes Foundation
The Challenged Athletes Foundation (CAF) provides opportunities and support to people with physical disabilities so they can pursue active lifestyles through physical fitness and competitive athletics. As the Official Refuel Beverage of CAF, the REFUEL | “got chocolate milk?” Campaign will support challenged athletes through fundraising efforts tied to its “Team REFUEL” program as well as refueling athletes at CAF’s signature events such as the annual San Diego Triathlon Challenge. It also will help highlight CAF’s mission by featuring CAF athlete Sarah Reinertsen, the first woman to finish the Ironman World Championships on a prosthetic leg , as a Campaign spokesperson and recognize the accomplishments of a challenged athlete through a national “got chocolate milk?” print ad later in the year.
USA Basketball
The REFUEL | “got chocolate milk?” Campaign is entering its third year of a partnership with USA Basketball, the national governing body for basketball in the United States. Through the relationship, one of the most recognized and talented members of the USA Basketball Men’s National Team, Carmelo Anthony, will star in a TV commercial, a “got chocolate milk?” print ad, and will showcase how lowfat chocolate milk is a staple of his post-workout recovery routine through online videos.
Through a REFUEL | “got chocolate milk?” promotion on Facebook, the Campaign also will offer consumers the chance to win tickets watch a USA Basketball warm-up game this July.
About the REFUEL | “got chocolate milk?™” Campaign
The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's 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 lowfat chocolate milk after strenuous exercise. Lowfat 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. For more information, go to www.gotchocolatemilk.com.
About Ironman
The iconic Ironman® brand and event series is the largest participation sports platform in the world. Since its inception in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world’s most challenging endurance races. Recognized for excellence through distinguished events, world-class athletes and quality products, World Triathlon Corporation (WTC), owner and operator of Ironman, has grown from a single race to a global sensation with more than 180 events across five unique brands: Ironman, Ironman 70.3®, 5150™ Triathlon Series, Iron Girl® and IronKids®. With support from partners, including Timex, PowerBar, K-Swiss and TYR, more than 200,000 athletes compete each season in the Ironman and Ironman 70.3 Series. For more information, visit www.ironman.com
About USA Swimming
As the National Governing Body for the sport of swimming in the United States, USA Swimming is a 300,000-member service organization that promotes the culture of swimming by creating opportunities for swimmers and coaches of all backgrounds to participate and advance in the sport through clubs, events and education. Our membership is comprised of swimmers from the age group level to the Olympic Team, as well as coaches and volunteers. USA Swimming is responsible for selecting and training teams for international competition including the Olympic Games, and strives to serve the sport through its core objectives: Build the base, Promote the sport, Achieve competitive success. For more information, visit www.usaswimming.org.
About the Challenged Athletes Foundation
The Challenged Athletes Foundation (CAF) is a world leader in helping individuals with physical challenges get involved – and stay involved – in sports. CAF believes that participation in sports at any level increases self-esteem, encourages independence and enhances quality of life. Since 1994, more than $30 million has been raised and almost 5,000 funding requests from challenged athletes in all 50 states and dozens of countries have been satisfied. Whether it’s a $2,500 grant for a handcycle, helping underwrite a carbon fiber running foot not covered by insurance, or arranging enthusiastic encouragement from a mentor who has triumphed over a similar challenge, CAF’s mission is clear: give those with the desire to live active, athletic lifestyles every opportunity to compete in the sports they love. To learn more, log on to www.challengedathletes.org or call 858-866-0959.
About USA Basketball
Based in Colorado Springs, Colo., USA Basketball is a nonprofit organization and the national governing body for men's and women's basketball in the United States. As the recognized governing body for basketball in the United States by the International Basketball Federation (FIBA) and the United States Olympic Committee (USOC), USA Basketball is responsible for the selection, training and fielding of USA teams that compete in FIBA sponsored international basketball competitions, as well as for some national competitions. Since 2008, USA Basketball men's and women's teams have compiled a sterling 134-6 win-loss record in FIBA or FIBA Americas competitions. USA teams are the current men's and women's champions of the Olympics and the FIBA World Championships; FIBA women's U19 world champions; the men's and women's title holders for the FIBA U17 World Championships; and the men's and women's U18 and U16 FIBA Americas champions. USA Basketball currently ranks No. 1 in all five of FIBA's world ranking categories, including combined, men's, women's, boys and girls. For further information about USA Basketball, go to the official Web site of USA Basketball at www.usabasketball.com and connect with us on facebook.com/usabasketball, twitter.com/usabasketball and www.youtube.com/therealusabasketball.
About The Rock ‘n’ Roll Marathon Series
Organized by The Competitor Group, the Rock ‘n’ Roll Marathon Series is famous for lining race routes with live bands and cheerleaders, massive participant numbers and rocking post race concerts. The original Rock 'n' Roll Marathon in 1998 is still recognized as the largest inaugural marathon in history with 19,979 entrants. Over the 14-year history of the series, more than 75,000 charity runners have raised more than $266 million for a variety of worthy causes and nonprofit organizations. Today, the series of marathons and half-marathons has spread to 28 cities worldwide. For more information, please visit Competitor.com or follow us on Twitter @runrocknroll.
Source: MilkPEP