Thursday, October 25, 2012

Refuel/Got Chocolate Milk? at Rock n' Roll Marathon in LA

 The REFUEL | “got chocolate milk?™” Campaign is headed to the Rock ‘N’ Roll Marathon series in Los Angeles to show runners that what they do after strenuous exercise can make a dramatic difference in how they feel and perform during their next race or workout. Backed by a podium-topping team of world class athletes, the new campaign shows how refueling with chocolate milk can play an important role during an athlete’s after-workout routine. 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.
“I’ve been refueling with lowfat chocolate milk for years as it’s so convenient, tastes great and is really effective in replenishing my body between tough training sessions,” says 2010 Ironman World Champion Mirinda Carfrae. “It’s the carb to protein ratio that helps me recover quickly and get the most out of each subsequent workout.”
At the Health and Fitness expo, runners can learn about the science of recovery;  “audition” for a chance to get sponsored; and find out how they can win a starring role in a “got chocolate milk?” ad or an expenses paid trip to race in Europe. Once they’ve crossed the finish line after racing 13.1miles, Driftwood Dairy, Inc., Fresh Dairy Corporation, Rockview Dairies, Unified Grocers, Stremicks Heritage Foods, Safeway, Inc. and Shamrock Farms, Inc. will be on hand to help them refuel with free samples of ice cold lowfat chocolate milk, the Official Refuel Beverage of the Rock ‘n’ Roll Marathon Series.

The Science of Chocolate Milk
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 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
“Lowfat chocolate milk delivers the right mix of nutrients athletes need to recover after strenuous exercise so they can get the most out of their next workout,” said sports dietitian Nancy Clark MS RD CSSD. “Its effectiveness lies in its high-quality protein and carbohydrates to help repair and refuel muscles, and fluids and electrolytes to replenish what’s lost in sweat. Chocolate milk is readily available, simple to grab-and-go, and tastes great. Hence, it is very popular with tired, hungry, and thirsty athletes.”

The new REFUEL | “got chocolate milk?” “my After” campaign
The new REFUEL | “got chocolate milk?” campaign is backed by some of the world’s most successful athletes, including 2010 Ironman World Champion Mirinda Carfrae, three-time Ironman Champion Chris Lieto, USA Basketball Men’s National Team Member Carmelo Anthony, 12-time swimming medalist Dara Torres and five other 2012 USA Swimming Team medal hopefuls.
These athletes are featured in a striking new advertising campaign – the first “mustache-free” campaign in the 17-year history of the famous white ‘stache. While the iconic white Milk Mustache will continue in other parts of the “got milk?” campaign, the new advertising instead shows how chocolate milk is a cornerstone of the after-workout rituals of these elite athletes, underscored with the tagline, “my After.” 
A new web site,, explains the science around 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 chance 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.

The Official Refuel Beverage of Rock ‘N’ Roll, Los Angeles
REFUEL | “got chocolate milk?” will be in Los Angeles at the Health and Fitness expo and Rock ‘N’ Roll Marathon from Oct. 26th toOct. 28th to help educate and refuel athletes. Activities include:
·         The chance to join Team REFUEL and get sponsored by showcasing their Afters by creating and submitting a video at the expo! Online votes will decide which five athletes each month will receive a $500 sponsorship, training gear plus the chance to star in their own “got chocolate milk? ad or race at a Rock ‘n’ Roll Marathon in Europe. For each vote cast, $1 will go to theChallenged Athletes Foundation.
·         Recovery clinic at the Health and Fitness expo featuring leading sports dietitians and experts to inform athletes about the importance of recovery and the role that lowfat chocolate milk can play.
·         Exclusive online training videos that give an inside look into the after-workout rituals of many London-bound and other elite athletes.
·         As the official sponsor of the Rock ‘N’ Roll Marathon series,The REFUEL | “got chocolate milk?” campaign and local dairiesDriftwood Dairy, Inc., Fresh Dairy Corporation, Rockview Dairies, Unified Grocers, Stremicks Heritage Foods, Safeway, Inc. and Shamrock Farms, Inc. will refuel athletes as they cross the finish line.
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, or join the conversation on 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

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 or call 858-866-0959.

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 the Ironman brand, has grown from a single race to a global sensation with more than 180 events across five unique brands: Ironman, Ironman 70.3®, 5150Triathlon 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  

About The Rock ‘n’ Roll Marathon Series 
Organized by 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 U.S. history with 19,979 entrants. Over the 15-year history of the series, charity runners have raised more than $270 million for a variety of worthy causes and nonprofit organizations. Today, the series of marathons and half-marathons has spread to 29 cities around the world. For more information, please visit or follow @RunRocknRoll on Twitter.

1 Source:
1Lunn 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]

No comments: