Objectives

After decades of a steady decline in milk consumption, published research identified a new usage occasion and a new audience for chocolate milk: an effective beverage for helping active adults recover after strenuous exercise. Recognizing this as an opportunity to engage lapsed milk drinkers, drive sales of flavored milk and provide a positive health halo around the category, we partnered with former Olympic speedskater Apolo Ohno and launched Mission Apolo: BUILT WITH CHOCOLATE MILK. The program showed how elite athletes recover with chocolate milk as part of their training and recovery in a way that was believable, educational and motivating.

Strategy and Execution

A growing body of published research has reinforced that the nutrient profile of chocolate milk can help athletes recover after hard workouts so they can perform at their best during the next bout of exercise. Given that chocolate milk is historically regarded as a kids' beverage and not made for athletes like many other lab-manufactured sports drinks, we knew we had to overcome considerable skepticism among adult exercisers. In fact, 2013 research conducted by ExactCast suggested that only 3% of adult exercisers would drink chocolate milk after exercise.

Research provided insights on which types of adult exercisers were most receptive to the chocolate milk recovery message. Aside from our core target of serious, regular exercisers, it suggested that "Get In Shape Girls" (generally out-of-shape women who have made the decision to exercise more, but are struggling to break their former habits) offer a considerable volume opportunity for chocolate milk. Research suggested that long form video content was an effective way to reach adult exercisers across target segments.

planning

We produced and syndicated a long form video series that followed Olympic speedskater Apolo Ohno and Women's Health Magazine Fitness Director Jen Ator on an epic, life-changing journey to transform them into IRONMAN triathletes. The series captured the challenges they faced – and showcased the role that chocolate milk played in their recovery. Specifically, the objectives included:

• Increase awareness of chocolate milk's post-exercise recovery benefits among athletes.
• Improve perceptions of chocolate milk as a post-exercise recovery beverage.
• Engage a wide range of athletes and influencers online and inspire them to include chocolate milk as part of their after-exercise routine.
• Drive athlete-to-athlete advocacy around chocolate milk's recovery benefits with efficient costs per engagement for paid social activity.
• Increase consumption of pre-mixed flavored milk.

Our winning program strategy consisted of:

Partnered with IRONMAN to provide a credible third party endorsement.

Negotiated an in-kind partnership with Women's Health magazine to broaden the reach to millions of active-minded women.

Produced a webisode series that followed them on their journey to conquer the 140.6-mile IRONMAN World Championship triathlon.

Leveraged key milestones of the journey with media.

Partnered with pro IRONMAN athletes to validate the credibility of refueling with chocolate milk.

EXECUTION

To bring the chocolate milk science to life, we engaged exercisers via traditional and digital channels in various ways:

Published compelling content to share our story: Cameras followed Ohno and Ator during their six-month journey through the Mission Apolo: BUILT WITH CHOCOLATE MILK web series.

Generated organic conversations via key partnerships: Content was syndicated across partner channels including IRONMAN, reputable endurance sports brands, spokespeople, Women's Health, IRONMAN elite athletes and fitness bloggers.

• Conducted ongoing media outreach to keep the story relevant: Conducted national and fitness-targeted media relations along the journey to help generate broad attention of the program.
• Assembled a top-tier team of experts to bolster credibility of the chocolate milk recovery message: Ohno and Ator were given advice on training and recovery, received the necessary tools to take on the sport of triathlon and were educated on nutritional know-how to conquer one of the world's toughest races.

Evaluation

Increase Awareness

• The program generated 364MM earned media impressions since April, 2013.
• The partnership with Women's Health generated 73.3MM impressions from online, social media and print placements (including a 4-page feature story).
• Adult exercisers aware of the campaign are 60% more likely to recall "the benefit of drinking chocolate milk after exercise" than those unaware (Radius research, Q3'14).

Improve Perception

Across all audiences research has shown awareness has significantly improved:

Adult exercisers aware of the campaign are 52% more likely to agree with the benefit of chocolate milk helping them to recover after exercise than those unaware (Radius research, Q3'14).

Drive Engagement and Advocacy

YouTube Video Views: So far the Mission Apolo video series has generated 1.5MM views.

Engagement with got chocolate milk? digital channels:

Facebook: Likes: 187,741 (from 184,188): 2% growth in Page Likes during the Period

Twitter: Followers: 9,202 (from 6,471): 42% growth in Followers during Period

Instagram: Followers: 3,485 (from 1,146): 204% growth in Followers during the Period

Increase Consumption of Chocolate Milk

The campaign awareness has had a positive effect on moving chocolate milk consumption: 17% of adult exercisers who are aware of the campaign had consumed milk in the past day, compared to 6% of those who were unaware of the campaign (Radius research, Q3'14). According to USDA and IRI data, single serve flavored milk convenience store sales (where exercisers typically purchase chocolate milk) were consistently up year-on-year in 2014, despite prices 10% higher.

Media