The next Got Milk? ad campaign will shift focus to adult athletes, encouraging them to refuel by drinking chocolate milk after workouts.
The campaign was unveiled March 10 at the 2012 Endurance Live Awards Gala in Los Angeles. Food Business News reports the new print, TV and on-line advertising features 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 ads with the tagline “my After,” and direct people to www.gotchocolatemilk.com for technical information explaining the benefits chocolate milk offers after a workout.
The web site also gives viewers an inside look at post-workout rituals of athletes featured in the ad campaign and an invitation to join Team Refuel for a chance to receive sponsorship.
The new campaign promoting flavored milk ends the milk mustache image which lasted 17 years. According to USA Today, the $2.5 billion flavored-milk category was the only milk sector to grow over the past five years.