got chocolate milk?

The "Got Chocolate Milk" campaign began in early 2011 and sought to increase chocolate milk sales in the United States.  They began the campaign with the "Refuel" project which aimed at positioning chocolate milk as a post-workout beverage that harbors just the right amount of protein, carbohydrates, electrolytes and nutrients to help rehydrate and refuel athletes after a workout or performance.

The "Refuel" project took the form of a consumer ad campaign, termed "My After"(example below).

I think this ad perfectly encompasses all of their advertising objectives.  They have created a relatable campaign that every athlete, ranging from the casual power walkers to the elite professional athletes, can relate to.  Everyone has their own after workout routine and this ad shows that they understand that.  The ad aims to convince and even persuade the audience to choose chocolate milk as part of their post workout routine for its recovery benefits.

This idea was translated well to digital and print advertisements.  I think the idea is unique to chocolate milk and takes a great angle.  I think the font suits the ad well.  "My After" is in big font and the description of chocolate milk's benefits is written in very small print to make the viewer look closer.  The big print grabs the attention and the smaller print requires closer attention.  The small print holds all of the detail and information, so the fine print suits it best.  I also think they took a great angle by using elite athletes and olympians as the face of their campaign.  When people see a successful athlete performing a particular routine, they view their rituals as effective and may choose to emulate what works.

The "My After" ad campaign was in fact successful.  It has improved chocolate milk sales and therefore achieved the "Got Chocolate Milk" advertising objectives.