WASHINGTON–(BUSINESS WIRE)–Please replace the release dated March 12, 2012 with the following
corrected version. All references to Life Time Fitness should read Life
Time Run. The Life Time Fitness boilerplate has been removed.
The corrected release reads:
POWERHOUSE OF PARTNERS GET BEHIND “GOT MILK?®”
CAMPAIGN TO RAISE AWARENESS OF REFUEL BENEFITS OF CHOCOLATE MILK
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 Moustache “got milk?” campaign, is expanding the lineup of
national partners lending support to its athlete-targeted education
program aimed at highlighting the benefits of refuelling 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. Digital and social media engagement.
“So many elite athletes already recognise the benefits of refuelling with
chocolate milk so it’s exciting to see some of the world’s biggest and
most respected sporting organisations 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
refuelling 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's 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's 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'll have a major expo and finish line presence at all U.S.
races in the series where it'll educate athletes about the importance
of post-exercise recovery. it'll 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®
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 refuelling 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 refuelling 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. 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. Signage
strategically placed to intersect with members post-workout, it'll
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. 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 refuelling 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 recognise the
accomplishments of a challenged athlete through a national “got
chocolate milk?” print ad later in the year.
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 recognised 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. 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's 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.
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 organisation 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. 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. Arranging enthusiastic encouragement from a mentor who's
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
organisation and the national governing body for men’s and women’s
basketball in the United States. As the recognised 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. 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
Organised 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 recognised 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 organisations.
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.
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