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Body By Milk 2008
Body By Milk educates teens about the importance of drinking milk–reminding them that staying active, eating healthy and drinking three glasses of lowfat or fat free milk a day instead of sugary soft drinks will help them look their best.
The response? Teens are definitely incorporating more milk into their routine.
2008 INTEGRATED SCHOOL PLAN
Body By Milk talks to teens about the health benefits of drinking milk and is supported by a multifaceted campaign that includes:
- FEB–DEC > PR “Refuel Your School” Contest: Identifies 25 of America’s schools that Refuel with Chocolate Milk
- SEPT–NOV > Bodybymilk.com: “Live Like a Pro for a Day” sweepstakes/instant-wins
- SEPT–DEC > Body By Milk School Kit: posters, banners and clings are displayed
- SEPT–DEC > National Print: Milk Mustache Celebrity ads drive teens to bodybymilk.com
August – December >The Body By Milk School Kit includes these materials to be displayed in cafeterias*
- 4 Refuel with Chocolate Milk Posters (40” x 28”)
- 3 Clings (10” x 6”)
- 2 Milk Mustache Celebrity Banners (36” x 24”)
*Visuals and content are under development and subject to change.
July > School Food Service Director mailing
Late Aug > Schools receive Body By Milk School Kit
Your School’s participation in Body By Milk is AUTOMATIC! No sign-up is needed. Kits are automatically shipped to junior, middle and senior high schools in July. “Refresh” materials will be sent mid-year.
Make sure your school is on the list to receive Body By Milk materials:
ELEMENTARY SCHOOLS
What will we be saying in elementary schools? Body By Milk has a second kit that elementary schools will receive with materials featuring age-appropriate Milk Mustache Celebrity Posters that promote traditional health messages. The Refuel message in schools is targeted only to teens.
Make sure your school is on the list to receive Body By Milk materials for elementary school children:
If your school is not listed, please call 1.800.945.MILK (6455) or email akiczek@milkpep.org to have them added to the list.
Energize Your School with Exciting News about Chocolate Milk!
In 2008, Body By Milk is broadening its appeal by offering a delicious new message for teens–Refuel with Chocolate Milk. Some research suggests that milk’s unique mix of key nutrients can help you refuel and rehydrate after exercise and the protein in milk can also help build muscle when combined with exercise–making lowfat or fat free chocolate milk an ideal choice for a post-workout drink. In comparison with other post-exercise beverages that teens typically choose, chocolate milk provides 9 essential nutrients not found in most traditional sports drinks.
Chocolate milk contains a combination of carbohydrates and protein to help replenish exhausted muscles after exercise, and it provides fluids and “electrolytes” such as potassium to assist with rehydration. It’s a compelling message that will get active teens thinking about chocolate milk in a whole new way. And since tests have shown that kids drink more milk when schools offer it in various flavors, chocolate milk is a great option to increase milk-drinking among teens–and help boost your milk sales!
Live Like a Pro for a Day
In support of the Refuel message, Body By Milk is teaming up with adidas® to introduce an exciting initiative that’s sure to inspire chocolate milk consumption–the “Live Like a Pro for a Day” sweepstakes. By going online to bodybymilk.com (link to bodybymilk.com) teens can enter daily– September through November–to win 1 of 3 different adidas® celebrity athlete experiences! They will also view a unique sports experience each month on the site.
Points of entry include:
Teens will also have the chance for instant-win prizes, including exclusive adidas® merchandise by going to bodybymilk.com.
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