Back-to-school, latte strategies

MilkPEP, together with a breakfast partner, will capitalize on the back-to-school season with shelf-talkers and Box Top Media to help processors sell more milk in stores as families prepare students for the new school year. The promotion will also include a Facebook promotion to educate moms on the importance of breakfast for better school achievement.

The successful Latte Love promotion will be brought back for a second year to encourage consumers to start their day with a latte at home. The program will feature shelf-talkers, Box Top Media and social media content to help processors encourage moms to find more uses for milk throughout the day at home.

 

Chocolate milk gets a workout

In 2012, MilkPEP will take the national Refuel With Chocolate Milk campaign to the next level by building a powerful, personal connection between an athlete’s workout recovery and low-fat chocolate milk. “My After” is the integrated consumer campaign, targeting athletes ages 18-34 who engage in regular, strenuous exercise. Processors can tap into this $3.3 billion sports-drink category by taking advantage of a rich array of program resources.

“My After” debuts in March and features national programs that include print, online and broadcast media, as well as a Olympic-themed program to tap the excitement of the Summer Games in London.

Chocolate milk will also be named the Official Refuel Beverage of a powerhouse of partners including Ironman, Rock ‘n’ Roll Marathon Series, USA Swimming, Lifetime Fitness and the Challenged Athletes Foundation.

At coast-to-coast sporting events, processors can join the movement to educate and refuel athletes. A total of 31 Rock ‘n’ Roll marathons/half marathons and Ironman competitions are scheduled from March through December. Processors can support races in their local markets with finish line sampling and expo events. Finally, processors can take advantage of zero site fees at 42 Ironman brand races and 10 USA Swimming events, as well as sampling events at 350 Lifetime Fitness centers (April 1 to June 30). 

Build a refuel strategy for your chocolate milk product using the following resources and tools from MilkPEP:

  • In-store merchandising, premiums and educational materials to promote Refuel year-round
  • Digital and downloadable assets to customize materials and drive engagement online
  • Social media content to use with Facebook and Twitter

Beginning in April, leverage your MilkPEP Refuel campaign to promote chocolate milk as a recovery beverage at retail. We’ll provide eye-catching POS, May 15 to June 30. Incorporate the year-long local marketing materials from MilkPEP and you can increase sales and earn an Under Armour gym bag.

October marks the seventh anniversary of Chocolate Milk: The Official Drink of Halloween and the second year of teaming up with iconic Peanuts characters by Charles M. Schulz. While growing chocolate milk sales, you can earn a 12-inch Mag Lite LED flashlight. Simply order your POS kits in August.

 For more information, visit MilkPEP.org or call 800-945-MILK.