The Milk Processor Education Program took its "REFUEL with Chocolate Milk" message to the endurance sports community during the Ironman World Championship, October 8-14, in Kona on the big island of Hawaii. Along the Kona Coast, black lava rock covers the landscape, and Ironman competitors battle the crosswinds coming in at 45 miles per hour and sweltering 95-degree temperatures as they complete a 2.4-mile swim, a 112-mile bike ride and 26.2-mile run.
Chocolate milk is the official refuel beverage of Ironman. The partnership with Ironman allows MilkPEP to promote its REFUEL | got chocolate milk? campaign to the right audience in a relevant way. The campaign highlights how drinking low-fat chocolate milk after strenuous exercise can make a dramatic difference in the way athletes feel and perform during the next workout.
MilkPEP was onsite in Kona to refuel Gary Kaneb, CFO, HP Hood LLC, and member of Team REFUEL. Kaneb previously ran in five world marathon majors: Berlin, Boston, Chicago, London and New York City.
"By spending the week engaging athletes, trainers and other influencers, as well as capturing and sharing content on our social channels, we made a strong impact among key players in the endurance sports world," said Miranda Abney, MilkPEP senior marketing manager. "We also had a great show of support from the Team REFUEL athletes who ran in our branded REFUEL gear. I especially want to congratulate Gary Kaneb for his participation."
In addition to fielding a team, MilkPep sponsored a booth at the Ironman Sports Medicine Conference, held in conjunction with the race, to reinforce the science behind the REFUEL message. Before race day, MilkPEP handed out 2,500 single servings of chocolate milk, 600 a day, to athletes after their daily workouts. At the end of the race, MilkPEP worked from a REFUEL tent in the finish line area to give out 3,000 samples of low-fat chocolate milk to the nearly 1,800 competitors who crossed the finish line.
Be sure to tune in to the NBC Sports broadcast of the Ironman World Championship on Saturday, October 27, 4:00 – 6:00 p.m. Eastern time for an exciting announcement on REFUEL with Chocolate Milk.
For more information, contact Abney at firstname.lastname@example.org.