Chocolate Milk Trains for the Olympics
Protein-rich drink named 'Official Recovery Beverage of USA Swimming'
WASHINGTON -- Chocolate milk will get a marketing boost as the 2016 Summer Olympics near. The sweet but healthful drink has been dubbed the “Official Recovery Beverage of USA Swimming” and will be the subject of TV ads, on-package messaging and in-store marketing support this spring and summer.
The campaign comes at a time when sales of flavored milk are up 11% from this time last year, continuing a double-digit volume surge since last summer, according to Washington-based MilkPEP (the Milk Processor Education Program), which is funding the program.
As part of the fully integrated national campaign, Team Chocolate Milk is welcoming two USA Swimmers--Olympic hopefuls Tyler Clary and Jessica Hardy--and highlighting chocolate milk, their must-have recovery beverage. The marketing plan, including national advertising, digital content, on-pack creative and messaging, and additional in-store marketing support, offers convenience stores a strategic opportunity to capture the attention of athletes and exercisers everywhere, helping drive demand, consumption and sales of chocolate milk, MilkPEP said.
Milk companies are bringing the campaign to life with on-pack creative and in-store plans. National brands such as Nesquik and Shamrock Farms will add the official USA Swimming designation to their packaging, which is expected to hit c-store shelves in the coming months to leverage this summer’s Olympic events.
More than 20 scientific studies with athletes from sports including swimming, running, cycling and soccer support the benefits of recovering after strenuous exercise with the high-quality protein and nutrients found in lowfat chocolate milk, according to MilkPEP.