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BUILT WITH CHOCOLATE MILK: Chocolate Milk Scores With Kelley O’Hara

Entered in Sports


After decades of a slow but steady decline in milk consumption, published research identified chocolate milk as an effective beverage for helping active adults recover after strenuous exercise. Recognizing this as an opportunity to engage lapsed milk drinkers, drive incremental sales of flavored milk and reposition chocolate milk from a kid's beverage to a serious recovery beverage, we partnered with United States Women's National Soccer Team forward, and now FIFA Women's World Cup champion, Kelley O'Hara. The Olympic soccer gold medalist starred in a BUILT WITH CHOCOLATE MILK campaign focused around online videos and real-time social media conversations leading up to, during, and after the FIFA Women's World Cup. The program showcased how elite athletes recover with chocolate milk in a way that was authentic, educational and motivating to everyday exercisers.


Strategy and Execution

Aside from our target of "Connected Competitors" (who live a fitness lifestyle on a daily basis which includes a variety of workouts), research 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. Therefore, we knew our messaging had to resonate with this group without turning away the core. Kelley O'Hara, a strong female figure in mainstream sports, was an ideal spokesperson to reach a broad audience of adult exercisers that our campaign had not reached before.




Campaign awareness has had a positive effect on chocolate milk demand and consumption. According to IRI and USDA data, after three years of decline, 2015 has brought growth to flavored milk sales, with 8.4% volume growth in retail flavored milk sales.


Video for BUILT WITH CHOCOLATE MILK: Chocolate Milk Scores With Kelley O’Hara

Entrant Company / Organization Name

Weber Shandwick, Milk Processor Education Program (MilkPEP)