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Brandweek Magazine: NBA Star Howard Asks: Got Chocolate Milk?

Sept 8, 2008

-By Barry Janoff

NBA all-star Dwight Howard, tennis star Ana Ivanovic and teen soccer star Jozy Altidore will be the latest athletes to be featured in a Got milk? Effort. The effort will differ from past campaigns in that it will promote chocolate milk as well as support milk’s role in exercise recovery.

The campaign will be anchored by print, Internet, a 25-city “Refuel Your School” tour to reward 25 high school athletic teams for choosing chocolate milk to refuel and rehydrate, and a “Go Pro For A Day” sweepstakes offering the opportunity to spend time with Howard, Ivanovic or Altidore or prizes including adidas’ gift cards. Spend for the effort was not disclosed.

“Body by milk” is part of the National Milk Mustache “Got milk?” campaign, managed by the Milk Processor Education Program, Washington. The tag, “Got milk?” was created for the California Milk Processor Board by Goodby Silverstein & Partners, San Francisco, and is licensed by the national milk processor and dairy producer groups.

According to MPEP, “Scientists have evaluated chocolate milk as a post-exercise drink and have identified several reasons why it may be an effective recovery aid: chocolate milk contains a combination of carbohydrates and protein to help replenish exhausted muscles after exercise, it provides fluids to assist with rehydration and it contains ‘electrolytes’ such as potassium and other minerals like calcium that are lost in sweat.”

Howard, who plays for the NBA’s Orlando Magic and was a member of the gold medal winning U.S. national basketball team at the Summer Olympics in Beijing, unveiled his “Body by milk” ad, complete with the traditional milk mustache, late last week at his alma mater, Southwest Atlanta Christian Academy, Atlanta, where his dad, Dwight Sr., is the school’s athletic director.

Ivanovic was the No. 1 ranked women’s tennis player in the world prior to her opening round loss at the U.S. Open. Altidore played for the Major Soccer League’s Red Bulls in New York; in June, his contract was transferred to Villarreal C.F. in Spain for about $10 million.


One Response to “Brandweek Magazine: NBA Star Howard Asks: Got Chocolate Milk?”

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