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Chocolate Milk
Chocolate Milk: Refuel

RAN IN: United States

CLIENT
Milk Processors Education Program (MilkPEP)

Vivien Godfrey - CEO
Miranda Abney - Sr. Mktg. Manager
Julia Kadison - VP, Mktg.

AGENCY
Deutsch Inc. *Lead Agency

Brent Vartan - Chief Strategy Officer
Greg DiNoto - CCO
Bernie Hogya - SVP, Group Creative Director
Jonathan Lange - EVP, Group Acct. Director
Jamie Rubin - VP, Group Media Director
Shobha Sairam - SVP, Group Planning Director
Sal Taibi - Partner


Weber Shandwick


Draftfcb


SUMMARY

Chocolate Milk, Americas Favorite Treat, was under attack for contributing to childhood obesity - shunned by parents andschools alike. To de-villainize Chocolate Milk, we had to de-stigmatize it. So we found a new occasion - one that enabled us to position chocolate milk as a healthy beverage favored by those who embody the antithesis of obesity: endurance athletes. Enter My After: an idea that made chocolate milk a recovery ritual. An idea that not only restored Chocolate Milks public image but also significantly reversed a troublesome, downward sales spiral.

CASE STUDY

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CASE VIDEO


Hero Medium: Events

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print, OOH, PR, Guerrilla, Events, Sponsorship

Audience: New Audience

Objectives: Increase awareness

Type: Business to Consumer

Classification: Local,Regional,National

Language: English