MilkPEP | Chocolate Milk Rebrand
Workout recovery never tasted so good.
Reinventing Chocolate Milk for post workout recovery.
Chocolate Milk, was under attack for contributing to childhood obesity. Parents and schools were distancing themselves from America’s favorite treat. To de-villainize Chocolate Milk, we had to de-stigmatize it.
So we found a new occasion — one that played to Chocolate Milk’s true strength as a post workout recovery drink. Our new positioning championed everyone’s favorite milk as a healthy beverage loved by endurance athletes. Enter My After: an idea that made Chocolate Milk a recovery ritual.
Celebrity athletes proved our point.
To truly bring credibility for the campaign we worked with athletes of all shapes and sizes. Basketball star Carmelo Anthony led the charge, but we followed quickly with 12-time Olympic gold medalist Dara Torres, the the first female leg amputee Ironwoman Sara Reinertsen, Ironwoman world champion Mirinda Carfrae, three time Ironman world champion Chris Lieto and the full U.S. Olympic Swimming team.
The results were worth savoring.
The idea not only restored Chocolate Milks public image but also significantly reversed a downward sales spiral. The campaign was also an Effie Finalist in the Fitness and Wellness category.
Effie Finalist: Fitness and Wellness
