"got milk?®" Wipes Off Iconic Milk Mustache for New Campaign Spotlighting Recovery Benefits of Chocolate Milk

LOS ANGELES, March 12, 2012 /PRNewswire/ -- In the company of the world's most recognized athletes at the 2012 Endurance LIVE Awards Gala, the group behind the famous National Milk Mustache "got milk?" Campaign unveiled an all-new, fully-integrated program highlighting that what athletes do after strenuous exercise can make a dramatic difference in how they feel and perform during the next workout.

The new REFUEL | "got chocolate milk?™" campaign, backed by a podium-topping team of athletes – including USA Basketball Men's National Team member Carmelo Anthony, twelve-time swimming medalist Dara Torres, five other 2012 USA Swimming Team medal hopefuls, plus 2010 Ironman® World Champion Mirinda Carfrae – shows how refueling with chocolate milk can play an important role during an athlete's after-workout ritual. Lowfat chocolate milk is simple, effective and scientifically shown to help the body recover after a hard workout so athletes can perform at their best during the next bout of exercise. In the run up to the summer, recovering effectively between each tough workout can mean the difference between standing on the podium and going home empty-handed.

While the iconic white Milk Mustache -- which has been a mainstay of the famous print campaign for 17 years -- will continue, the striking new "got chocolate milk?" print, television and online advertising will be mustache-free. Instead, it highlights chocolate milk as a cornerstone of the after-workout rituals of some of the world's best athletes, underscored with the tagline, "my After."  

"Every athlete has his or her own personal after-workout or after-competition ritual, which can make a dramatic difference in how they feel or perform during the next challenge," said Miranda Abney, Senior Marketing Manager of the Milk Processor Education Program, the group behind the new campaign. "We want to show how everyone from swimmers, to basketball players, to Ironman triathletes are now recognizing that their After is the perfect time to refuel with lowfat chocolate milk. It has what athletes need to recover after a tough workout."

A new web site, gotchocolatemilk.com, explains the science supporting refueling with chocolate milk; gives an inside look at the after-workout rituals of top athletes through exclusive webisodes; and invites athletes to apply to join Team REFUEL for a chance to get sponsored and win the opportunity to star in a "got chocolate milk?" ad. 

Visitors to the REFUEL | "got chocolate milk?" Facebook page or Twitter channel can join the community of athletes gaining (and sharing) insights on their after-workout rituals. On Facebook, athletes will be rewarded for sharing their "Afters" with chances to win training gear or a trip to watch a USA Basketball Men's National Team exhibition game.

A Medal-Winning Launch

Dara Torres, who is expected to compete this summer as the oldest female swimmer in the games' history, helped unveil the new "my After" campaign at the 2012 Endurance LIVE Awards presented by REFUEL | "got chocolate milk?" at L.A. LIVE in Los Angeles. The star-studded awards ceremony recognized and celebrated some of the world's best endurance athletes and their sporting successes in 2011. Joining her on-stage were other world-class athletes who will be carrying the torch for chocolate milk throughout the year, including eight-time speed skating medalist Apolo Ohno – who was named Celebrity Athlete of the Year at the gala; USA Swimming Team members Ricky Berens and Chloe Sutton; Ironman Champion Chris Lieto; former "Bachelor" and Ironman athlete Dr. Andy Baldwin; and Sarah Reinertsen, the first female leg amputee to complete the Triathlon World Championship in Kailua-Kona, Hawaii.

"The new 'my After' campaign does a great job of capturing our real post-workout rituals while underscoring the importance of that moment from a recovery perspective," said Torres, who previously starred in a Milk Mustache ad in 2009. "As a busy mom and 44 year-old athlete, I have to make my training as effective and efficient as possible to stay competitive – so that's why chocolate milk is part of my After. It has what I need to help me recover so I can get the most out of each subsequent workout."

The Science of Chocolate Milk

Athletes and coaches alike are recognizing the benefits of refueling with lowfat chocolate milk.  Nick Folker, USA Swimming Trainer and Head Strength and Conditioning Coach at the University of California, makes chocolate milk a staple on the training menu of his swimmers. "Lowfat chocolate milk delivers the things my athletes really need to recover so they can get the most out of their next workout," said Folker. "It has the right carb to protein ratio scientifically shown to help the body recover, high-quality protein to help repair muscles and fluids and electrolytes to replenish what's lost in sweat. It's so simple, plus it tastes great!"

A growing body of research supports chocolate milk's recovery benefits after strenuous exercise.  Most recently, a study published in the journal Medicine & Science in Sports & Exercise suggests that recovering with chocolate milk can give runners a performance edge. Researchers from Connecticut State University, University of Connecticut and Eastern Michigan University, found that when recreational runners drank fat free chocolate milk after a strenuous run, they ran 23 percent longer during a subsequent exercise bout later that day and had a 38 percent increase in markers of muscle building compared to when they drank a carbohydrate-only sports beverage with the same amount of calories.(1)

The Official Refuel Beverage of Athletes Everywhere

Through a variety of initiatives – and with the help of elite athletes, their trainers and sports dietitians – the "my After" campaign will reach active adults who are serious about their sports to educate them about the importance of recovering effectively:

• As the Official Refuel Beverage of the Rock 'n' Roll Marathon Series, Ironman, USA Swimming, Life Time Run, and the Challenged Athletes Foundation®, the REFUEL | "got chocolate milk?" campaign will refuel athletes at endurance races, swim meets, charity races and health clubs nationwide.
• Exclusive online training videos give an inside look into the after-workout rituals of many elite athletes.
• Athletes everywhere will have a chance to join Team REFUEL and get sponsored by showcasing their Afters by creating and submitting a video to gotchocolatemilk.com or at participating Rock 'n' Roll Marathon Series or Ironman and Ironman 70.3® races. Online votes will decide which five athletes each month will receive a $500 sponsorship, training gear plus the chance to star in their own "my AFTER" ad or race at Rock 'n' Roll Marathon Series in Europe. For each vote cast, $1 will go to the Challenged Athletes Foundation.
• Through April 30, 2012, athletes can share their After on Facebook to become eligible for daily prizes. Ten daily winners will receive branded athletic apparel, and one grand-prize winner will jet set to a USA Basketball Men's National Team exhibition game.
• The REFUEL | "got chocolate milk?" campaign will host recovery clinics featuring leading sports dietitians and experts to inform athletes about the importance of recovery and the role that lowfat chocolate milk can play.

To learn more about the "my After" program, the science behind the recovery benefits of lowfat chocolate milk, and access exclusive training tips and videos, log onto gotchocolatemilk.com, or join the conversation on Facebook/gotchocolatemilk and Twitter @gotchocomilk using #MyAfter.

About the REFUEL | "got chocolate milk?™" Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The National Fluid Milk Processor Promotion Board, through MilkPEP, runs the REFUEL | "got chocolate milk?™" Campaign, a multi-faceted program designed to educate athletes about the recovery benefits of lowfat chocolate milk after strenuous exercise.  Lowfat chocolate milk is simple, effective and scientifically shown to help refuel the body so athletes can perform at their best. It's a natural source of high-quality protein to build lean muscle; it has the right mix of protein and carbs to refuel exhausted muscles; plus fluids and a natural source of electrolytes to rehydrate and help replenish what's lost in sweat. For more information, go to www.gotchocolatemilk.com.

About Ironman

The iconic Ironman® brand and event series is the largest participation sports platform in the world. Since its inception in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world's most challenging endurance races. Recognized for excellence through distinguished events, world-class athletes and quality products, World Triathlon Corporation (WTC), owner and operator of Ironman, has grown from a single race to a global sensation with more than 180 events across five unique brands: Ironman, Ironman 70.3®, 5150™ Triathlon Series, Iron Girl® and IronKids®.  With support from partners, including Timex, PowerBar, K-Swiss and TYR, more than 200,000 athletes compete each season in the Ironman and Ironman 70.3 Series. For more information, visit www.ironman.com 

About Life Time Fitness, Inc.

As The Healthy Way of Life Company, Life Time Fitness (NYSE: LTM) helps organizations, communities and individuals achieve their total health objectives, athletic aspirations and fitness goals by engaging in their areas of interest — or discovering new passions — both inside and outside of Life Time's distinctive and large sports, professional fitness, family recreation and spa destinations, most of which operate 24 hours a day, seven days a week. The Company's Healthy Way of Life approach enables customers to achieve this by providing the best programs, people and places of uncompromising quality and value. As of March 1, 2012, the Company operated 93 centers under the LIFE TIME FITNESS® and LIFE TIME ATHLETICSM brands, along with nine former Lifestyle Family Fitness centers, in 21 states and 26 major markets. Additional information about Life Time centers, programs and services is available at lifetimefitness.com..

About USA Swimming

As the National Governing Body for the sport of swimming in the United States, USA Swimming is a 300,000-member service organization that promotes the culture of swimming by creating opportunities for swimmers and coaches of all backgrounds to participate and advance in the sport through clubs, events and education. Our membership is comprised of swimmers from the age group level to the Olympic Team, as well as coaches and volunteers. USA Swimming is responsible for selecting and training teams for international competition including the Olympic Games, and strives to serve the sport through its core objectives: Build the base, Promote the sport, Achieve competitive success. For more information, visit www.usaswimming.org.

About the Challenged Athletes Foundation

The Challenged Athletes Foundation (CAF) is a world leader in helping individuals with physical challenges get involved – and stay involved – in sports. CAF believes that participation in sports at any level increases self-esteem, encourages independence and enhances quality of life. Since 1994, more than $30 million has been raised and almost 5,000 funding requests from challenged athletes in all 50 states and dozens of countries have been satisfied. Whether it's a $2,500 grant for a handcycle, helping underwrite a carbon fiber running foot not covered by insurance, or arranging enthusiastic encouragement from a mentor who has triumphed over a similar challenge, CAF's mission is clear: give those with the desire to live active, athletic lifestyles every opportunity to compete in the sports they love. To learn more, log on to www.challengedathletes.org or call 858-866-0959.

About USA Basketball

Based in Colorado Springs, Colo., USA Basketball is a nonprofit organization and the national governing body for men's and women's basketball in the United States. As the recognized governing body for basketball in the United States by the International Basketball Federation (FIBA) and the United States Olympic Committee (USOC), USA Basketball is responsible for the selection, training and fielding of USA teams that compete in FIBA sponsored international basketball competitions, as well as for some national competitions. Since 2008, USA Basketball men's and women's teams have compiled a sterling 134-6 win-loss record in FIBA or FIBA Americas competitions. USA teams are the current men's and women's champions of the Olympics and the FIBA World Championships; FIBA women's U19 world champions;  the men's and women's title holders for the FIBA U17 World Championships; and the men's and women's U18 and U16 FIBA Americas champions. USA Basketball currently ranks No. 1 in all five of FIBA's world ranking categories, including combined, men's, women's, boys and girls. For further information about USA Basketball, go to the official Web site of USA Basketball at www.usabasketball.com and connect with us on facebook.com/usabasketball, twitter.com/usabasketball and www.youtube.com/therealusabasketball.

About The Rock 'n' Roll Marathon Series

Organized by The Competitor Group, the Rock 'n' Roll Marathon Series is famous for lining race routes with live bands and cheerleaders, massive participant numbers and rocking post race concerts. The original Rock 'n' Roll Marathon in 1998 is still recognized as the largest inaugural marathon in history with 19,979 entrants. Over the 14-year history of the series, more than 75,000 charity runners have raised more than $266 million for a variety of worthy causes and nonprofit organizations. Today, the series of marathons and half-marathons has spread to 28 cities worldwide. For more information, please visit Competitor.com or follow us on Twitter @runrocknroll.

Source:
(1) Lunn WR, Pasiakos SM, Colletto MR, Karfonta KE, Carbone JW, Anderson JM, Rodriguez NR. Chocolate milk & endurance exercise recovery: protein balance, glycogen and performance. Medicine & Science in Sports & Exercise. 2011. [Epub ahead of print]

SOURCE REFUEL got chocolate milk?

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