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
MRKT 3211: NEWSWATCH ASSIGNMENT 3
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)
MRKT 3211: NEWSWATCH ASSIGNMENT 4
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-
MRKT 3211: NEWSWATCH ASSIGNMENT 5
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,
MRKT 3211: NEWSWATCH ASSIGNMENT 6
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
MRKT 3211: NEWSWATCH ASSIGNMENT 7
“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.
MRKT 3211: NEWSWATCH ASSIGNMENT 8
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.
MRKT 3211: NEWSWATCH ASSIGNMENT 9
Appendices A -C
Appendix A: Facebook Page Display Picture
(Facebook, 2012)
Appendix B: Our After US Swim Team
MRKT 3211: NEWSWATCH ASSIGNMENT 10
(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
MRKT 3211: NEWSWATCH ASSIGNMENT 11
Twitter. (2012). GotChocoMilk. Retrieved March 26, 2012, from Twitter: https://twitter.com/#!/GotChocoMilk