Ads promote chocolate milk's recovery traits

by Jeff Gelski
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LOS ANGELES – A new “got chocolate milk?” campaign will focus on how refueling with chocolate milk may play a role in an athlete’s after-workout ritual. The campaign will feature print, TV and on-line advertising.

It will involve such athletes as Carmelo Anthony, a basketball player for the New York Knicks and USA Basketball’s men’s national team; Dara Torres, an Olympic medal-winning swimmer; and Mirarnda Carfrae, the 2010 Ironman world champion.

The National Fluid Milk Processor Promotion Board will run the Refuel “got chocolate milk?” campaign through its Washington-based Milk Processor Education Program (MilkPEP). The campaign was unveiled during the 2012 Endurance Live Awards Gala, which honored endurance athletes on March 10 in Los Angeles.

The campaign will have a tag line, “my After.” The website will explain the science that supports refueling with chocolate milk, give an inside look at the after-workout rituals of top athletes and will invite athletes to join Team Refuel for a chance to receive sponsorship. The campaign will have its own Facebook page and be on Twitter.

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