Background of the Company Web viewTable of Contents. Background of the Company3. History3. ... Carmelo Anthony is a professional basketball player that has won a gold medal at the

News Watch Assignment

Got Chocolate Milk? My After

MRKT 3211

For Patricia Browne

Prepared by Lisa Robinson

Due Wednesday March 28, 2012

MRKT 3211: NEWSWATCH ASSIGNMENT 2

Table of Contents

Background of the Company.........................................................................................................................3

History........................................................................................................................................................3

Current Campaign..........................................................................................................................................3

Types of Media..............................................................................................................................................4

Paid Media.................................................................................................................................................4

Television Advertisement......................................................................................................................4

Celebrity Endorsement...........................................................................................................................4

Iron Man Marathon................................................................................................................................5

Earned Media.............................................................................................................................................5

Sponsorship: Team Refuel.....................................................................................................................5

Owned Media.............................................................................................................................................6

Website..................................................................................................................................................6

Facebook Page.......................................................................................................................................6

Twitter Account.....................................................................................................................................6

Colour Theory................................................................................................................................................7

Composition...................................................................................................................................................8

Consumer Behaviour.....................................................................................................................................8

Appendices A -C............................................................................................................................................9

Appendix A: Facebook Page Display Picture............................................................................................9

Appendix B: Our After US Swim Team....................................................................................................9

Appendix C: Bibliography.......................................................................................................................10


Background of the Company

History

The California Milk Processing Board is infamous for its “Got Milk?” slogan that launched in

California during October of 1993. Since then the campaign has been used to represent all dairy

farmers operating in America, who are collectively referred to as America's Milk Processors.

However, as of March 2012, the chocolate milk product has distinguished itself through the new

“My After” campaign. This campaign is specifically part of the “Got Chocolate Milk?” sector,

aiding in the promotion of the benefits to drinking chocolate milk post workout.

Current Campaign

The “My After” campaign officially launched in March 2012, targeting both personal and

professional athletes. The campaign’s purpose is to educate and promote low fat chocolate milk

as a post workout drink, while also provided a way for community involvement. This is done by

encouraging athletes to talk about their specific “My After” rituals, with the hopes that it will

include the nutritionally beneficial low fat chocolate milk product. The nutritional benefits for

drinking low fat chocolate milk post workout lies within the drink’s ratio of carbs and protein.

America’s Milk Processors claim that research has determined a correlation exists between the

consumption of low fat chocolate milk after physical activity and improvement of training times

and overall power of performance. It fact it is quoted on the “Got Chocolate Milk?” website that

“According to one study, ‘Athletes can consider fat free chocolate milk as an economic

nutritional alternative to other sports nutrition beverages to support post-endurance exercise

skeletal muscle repair.’” (America's Milk Processors, 2012)


Types of Media

The “My After” campaign has been promoted through paid, earned and owned media efforts.

The following outlines the breakdown of these efforts through the medium’s composition and

function. All marketing efforts are created in part by the America’s Milk Processors in

conjunction with The Milk Processor Education Program (MilkPEP).

Paid Media

Television Advertisement

In association with the “Got Chocolate Milk?” previous campaign “Refuel with Chocolate

Milk”, the “My After “campaign is incorporated into commercial that portrays various athletes

during their trainings sessions. Near the end of the advertisement, individual athletes their own

“My After” workout rituals, all which include the consumption of low fat chocolate milk (Adler,

2012). This advertisement allows for regular everyday athletes to gain insight on the habits of, as

well as feel a connection to, other successful athletes.

Celebrity Endorsement

The “My After” campaign has teamed up with many famous athletes with different athletic

expertise resulting in credible celebrity endorsements for the low fat chocolate milk product.

These athletes include, but are not limited to, The US Swimteam, Carmelo Anthony, Dara

Torres, and Chris Lieto.

The US Swimteam is featured in the most recent “My After” print advertisement, which is

electronically displayed via the “Got Chocolate Milk?” website. Carmelo Anthony is a

professional basketball player that has won a gold medal at the Olympics. Dara Toress is a

profession swimmer who has competed in the Olympics, with an amazing track record as a12-


time medalist. Chris Lieto is a professional triathlete who is known for his participation in the

Ironman Marathons (America's Milk Processors, 2012). According to writer Saurbh Katyal,

celebrity endorsements, like those associated with the “My After” campaign, help solidify the

brand’s values as being in line with the promotional individuals. Additionally, it was found that

instant credibility of the message is associated with celebrity endorsements (Katyal, n.d.).

Iron Man Marathon

The Milk Processor Education Program (MilkPEP), funded by America’s Milk Processors,

partnered with Ironman Marathon programs, promoting low fat chocolate milk beverage as the

“Official Refuel Beverage of the Rock ‘n’ Roll Marathon Series, Ironman, USA Swimming, Life

Time Fitness, and the Challenged Athletes Foundation” (Ironman, 2012). As a result, it can be

seen that the “My After” campaign’s promotion at well-known events such as Ironman

marathons will further the campaigns awareness and educational foundation, acting as a mean for

increasing brand awareness and driving chocolate milk sales.

Earned Media

Sponsorship: Team Refuel

Any individual can sign up to join Team Refuel as a means for showing ones support for the

nutrition benefits that low fat chocolate milk has to offer athletics when used after a workout.

The “My After” campaign is a newer extension to the previous “Refuel with Chocolate Milk”

campaign, which furthers the promotion of the low fat chocolate milk product. The only

requirement for becoming a part of the team is acquiring athletic sponsorship. Applicants are

required to submit an application online via the “Got Chocolate Milk?” website, or by using

traditional mail. The application must describe the individual’s athletic training and experience,


while also incorporating a description of how chocolate milk is used as part of their post workout

ritual. The incentive for consumers is a sense of belonging, which is a desirable aspect of

Maslow’s hierarchy of needs. In addition to this, members have the chance to win sponsorship

money and sporting goods, star in a “Got Chocolate Milk?” campaign advertisement, as well as

the ability to compete in a Team Refuel Marathon in 2013 (America's Milk Processors, 2012).

Owned Media

Website

America’s Milk Processors has utilizes the “Got Chocolate Milk?” website as a means for

promoting the “My After” campaign. Various electronic versions of print advertisements, as well

as “My After” statements from professional athletes can be found via the domain name of

www.gotchocolatemilk.com (America's Milk Processors, 2012).

Facebook PageThe “My After” campaign’s official Facebook page operates under the title of ““Chocolate Milk

Refuel.” At the time of my search, the page had accumulated over 33,000 likes. The display

picture adds a touch of personalization to the “My After” campaign, by displaying a “Team

Refuel” athlete of the month (See Appendix A: Facebook Page Display Picture). In addition to

this, the page is hosting a sweepstakes contest for the “My After” campaign in which Facebook

friends are required to describe their personal “My After” routine for a chance to win workout

gear. (Facebook, 2012)

Twitter AccountThere is currently no specific twitter account for the “My After” campaign; however the GotChocoMilk

corporate twitter handle encourages the use of the phrase "#myafter" to be used in tweets relating to the


“My After” campaign. The “Got Chocolate Milk?” account monitors the activities for all campaigns

promoting the chocolate milk product (Twitter, 2012).

Colour Theory

The “My After” campaign, alongside all other campaign under the “Got Chocolate Milk?”

slogan, is consistent in the colour schemes found throughout its various means of marketing

efforts. Three colours can be commonly seen; orange, black and white. Each colour has a

representative meaning that tie into the overall message being illustrated to the consumers of the

message. In addition to their individual symbolic nature, together they create contrast. This is

due to black and whites position as opposites, acting as a complimentary contrast of each other.

Orange, on its own, symbolizes happiness’s and energy (Precision Intermedia, n.d.).

Correspondingly, orange is an appropriate balance between cheerfulness of the colour yellow

and the aggression represented by the colour red (LogoSharks Logo Design, 2003). As a result, it

can be seen that orange illustrates ambition, which is in perfect alignment with associating the

chocolate milk product with an after workout ritual.

The color black is commonly seen as representing “authority and power, stability and strength”

(Precision Intermedia, n.d.). As a result, it can be conclude that this shade encouraged the overall

stance of a post workout drink, as it is to psychologically entice consumers to use chocolate milk

as a means for gaining strength.

White represents purity and cleanliness (Precision Intermedia, n.d.), which is a favourable

association when representing an edible product. Consumers alike desire food safe

manufacturing and packaging. The use of the color white may impact a consumer’s overall

image of a brand, encouraging a sense of safety.


CompositionAll of the “My After” advertisements follow the colour theory consistency as previous described.

In addition to this, the layout and design for all marketing efforts is also consistent. The font of

the pronoun is always in handwriting, relaying a personalized touch to the message. The “After”

part of the slogan is bolded and hard, emphasizing the strength of the ritual. The position of the

phrase is always big and directly in the centre of the advertisement, emphasizing its overall

importance. The ads are consistently black and white in colour, allowing for a huge contrast

when a touch of colour is added. In all cases, the colour is that of a dark orange, drawing the eye

to the product in question (See Appendix B: Our After US Swim Team).

Consumer Behaviour

In determining the impact that the “My After” campaign has had on consumers, it is preferable to

use listening tools such as Social Mention. Unfortunately, this site is currently down and cannot

be utilized at the moment. As a result, it was necessary to manually utilized search engines and

social platforms for the mentioning of the “My After” phrase. It was found that very little talk of

the campaign exists by consumers, and that on twitter, the hashtag phrase"#myafter" is currently

being tweeted solely by corporate accounts. However, this campaign has been in effect for less

than a month, which may be the reasoning behind the little awareness shown via online

platforms.


Appendices A -C

Appendix A: Facebook Page Display Picture

(Facebook, 2012)

Appendix B: Our After US Swim Team


(America's Milk Processors, 2012)

Appendix C: BibliographyAdler, J. (2012, March 19). Got Chocolate Milk? - 'My After'. Retrieved March 26, 2012, from Vimeo:

http://vimeo.com/38642782

America's Milk Processors. (2012). Get Sponsored. Retrieved March 27, 2012, from Got Chocolate Milk?: http://www.gotchocolatemilk.com/getsponsored

America's Milk Processors. (2012). My After Ads. Retrieved March 27, 2012, from Got Chocolate Milk?: http://gotchocolatemilk.com/sites/default/files/myafter_ads/usa-swimming_my-after_tall.jpg

America's Milk Processors. (2012). My After Gallery. Retrieved March 26, 2012, from Got Chocolate Milk?: http://gotchocolatemilk.com/teamrefuel/gallery

America's Milk Processors. (2012). Science. Retrieved March 27, 2012, from Got Chocolate Milk?: http://www.gotchocolatemilk.com/science

California Milk Processor Board. (2012). Chocolate Milk Refuel- My After Sweeps. Retrieved Marcch 26, 2012, from Facebook: https://www.facebook.com/gotchocolatemilk?sk=app_369457023084839

Dairy Foods. (2012, March 12). Athletes promote chocolate milk in new campaign. Retrieved March 26, 2012, from Dairy Foods: http://www.dairyfoods.com/articles/88248-athletes-promote-chocolate-milk-in-new-campaign?WT.rss_a=Athletes+promote+chocolate+milk+in+new+campaign&WT.rss_ev=a&WT.rss_f=Subscribe+to+Dairy+Foods+RSS+Feed!&page=2

Facebook. (2012). Chocolate Milk Refuel. Retrieved March 27, 2012, from Facebook: https://www.facebook.com/#!/gotchocolatemilk

Ironman. (2012, March 12). Ironman part of the new REFUEL| "Got chocolate milk" campain. Retrieved March 27, 2012, from Ironman: http://ironman.com/mediacenter/pressreleases/powerhouse-of-partners-gets-behind-got-milk-campaign-to-raise-awareness-of-refuel-benefits-of-chocolate-m#axzz1qNfNx900

Katyal, S. (n.d.). Impact of Celebrity Endorsement on a Brand. Retrieved March 26, 2012, from Chill Breeze: http://www.chillibreeze.com/articles/Celebrity-endorsement.asp

LogoSharks Logo Design. (2003). Oranges. Retrieved March 27, 2012, from Psychology of Color: http://www.logosharx.com/logo-design-tips/oranges.htm

Precision Intermedia. (n.d.). Color Psychology and Marketing: Business, Sales and the World Wide Web Are In Color. Retrieved March 26, 2012, from Precision Intermedia: http://www.precisionintermedia.com/color.html


Twitter. (2012). GotChocoMilk. Retrieved March 26, 2012, from Twitter: https://twitter.com/#!/GotChocoMilk

Documents

Background of the Company Web viewTable of Contents. Background of the Company3. History3. ... Carmelo Anthony is a professional basketball player that has won a gold medal at the