Built With Chocolate Milk
Athlete-focused chocolate milk recovery campaign.
Campaign history
Recovery as the story
Built with Chocolate Milk is MilkPEP’s athlete-focused chocolate milk program. In its 2019 annual report, MilkPEP described it separately from its parent-focused Milk. Love What’s Real. and child-focused Milk It! campaigns. Its creative centered on athletes, training, and recovery after strenuous exercise. Source: MilkPEP.
Athletes and partnerships
The 2019 program included an existing partnership with Al Horford and a new one with swimmer Katie Ledecky. MilkPEP connected Ledecky’s appearance to its USA Swimming relationship. This use of named athletes and training stories is a useful identification clue for commercials and promotional films, but each record still needs its own title and source. Source: MilkPEP.
The campaign’s place in the archive
MilkPEP reported additional investment in Built with Chocolate Milk in 2019. That does not make every chocolate milk ad a Built with Chocolate Milk ad: California’s got chocolate milk? work, Refuel America, and later local partnerships have their own identities. The catalog keeps those names separate. Source: MilkPEP.