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Dairy-Chocolate Milk
Recent research indicates what many athletes have known all along—drinking chocolate milk is an excellent after-workout recovery beverage.
With some national attention being paid to this newsworthy product information, the United Dairymen of Idaho felt the increasing need to educate Idaho families that chocolate milk is much more than just a kid’s drink, it’s also an important healthy beverage choice.
Drake Cooper helped reposition chocolate milk with a tv, print, and out-of-home campaign featuring Idaho’s own cycling gold-medalist Kristin Armstrong (just weeks after her win in 2008). Awareness increased and so did chocolate milk sales. The net effect of the campaign is that Armstrong is asked more about chocolate milk than her gold medal.
“They (UDI and Drake Cooper) have accomplished something no one else has: they’ve taken away my Olympic Gold Medal! It’s definitely 50 : 50 if not more, about ‘chocolate milk.’ Parents stop me and they say their kids drink chocolate milk at soccer practice."
