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Dairy Facts 2016

MilkPEP Unveils 'My After' Campaign for Chocolate Milk

Mar 14, 2012

In the company of the world’s most recognized athletes at the 2012 Endurance LIVE Awards Gala last Saturday, the Milk Processor Education Program unveiled a new campaign highlighting that drinking low-fat chocolate milk after strenuous exercise can make a dramatic difference in how athletes feel and perform during the next workout.

The launch of the new REFUEL | “got chocolate milk?™” campaign, with the tagline "My After," was backed by a team of athletes, including USA Basketball Men’s National Team Member Carmelo Anthony, twelve-time swimming medalist Dara Torres, five other 2012 USA Swimming Team medal hopefuls and 2010 Ironman® World Champion Mirinda Carfrae. Looking ahead to the Olympic Games in London, these athletes know that recovering effectively between each tough workout can mean the difference between standing on the podium and going home empty-handed.

Mustache-Free Ads

While the iconic white Milk Mustache – which has been a mainstay of the famous print campaign for 17 years – will continue, the new “got chocolate milk?” print, television and online advertising will be mustache-free. Instead, it highlights chocolate milk as a cornerstone of the after-workout rituals of some of the world’s best athletes.

“Every athlete has his or her own personal after-workout or after-competition ritual, which can make a dramatic difference in how they feel or perform during the next challenge,” said Miranda Abney, MILKPEP senior marketing manager. “We want to show how everyone, from swimmers to basketball players to Ironman triathletes, are now recognizing that their 'After' is the perfect time to refuel with lowfat chocolate milk. It has what athletes need to recover after a tough workout.”

The Science of Chocolate Milk

A growing body of research supports chocolate milk’s recovery benefits after strenuous exercise. Most recently, a study published in the journal Medicine & Science in Sports & Exercise suggests that recovering with chocolate milk can give runners a performance edge. Researchers from Connecticut State University, University of Connecticut and Eastern Michigan University found that when recreational runners drank fat-free chocolate milk after a strenuous run, they ran 23 percent longer during a subsequent exercise bout later that day and had a 38 percent increase in markers of muscle building compared to when they drank a carbohydrate-only sports beverage with the same amount of calories.

Through a variety of initiatives, the “My After” campaign will reach active adults who are serious about their sports to educate them about the importance of recovering effectively. A new web site,, explains the science supporting refueling with chocolate milk, gives an inside look at the after-workout rituals of top athletes through exclusive webisodes and invites athletes to apply to join Team REFUEL for a chance to get sponsored and win the opportunity to star in a “got chocolate milk?” ad. 

To learn more about the “My After” program, the science behind the recovery benefits of low-fat chocolate milk and exclusive training tips and videos, log onto, or join the conversation on Facebook/gotchocolatemilk and Twitter @gotchocomilk using #MyAfter.

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