Chocolate Milk

Transformed a kids' beverage into a competitive sports recovery drink

Social, Mobile & Digital Engagement


When attitudes toward sugar in schools changed, chocolate milk needed to reinvent itself and connect with a new audience. Research showed the mix of protein and carbs in chocolate milk was ideal for helping athletes recover post-workout. So we carved out a new target: serious everyday athletes. We activated around a key insight: Every athlete is motivated by a personal goal, and any athlete can relate to the journey it takes to Become One.


  • Total chocolate milk sales saw an overall increase versus the same time period in 2012
  • experienced a lift in website visits with more engaged visitors
  • Hundreds of thousands of personal stories and photos were shared

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