Recharge with milk
Recharge with Milk (RWM) campaign continues to run in Ontario and Atlantic Canada for the eighth year. Targeting physically active Canadians and positioning chocolate milk as an excellent post-workout recovery beverage, the 2015 campaign will focus on the importance of training routines to reach athletes and encourage them to include chocolate milk in their plans. In addition to the television commercial, online pre-roll videos and social media visibility will ensure that the RWM message is always present.
RechargeWithMilk.ca also continues to be updated in order to continually reinforce the credibility of chocolate milk as a post-workout recovery beverage. Overall, online activities in 2015 have an estimated reach of over 590 million impressions.
Recharge Rewards – a contest geared at our athletic target is also back this year but with a new twist! Check out our website starting April 27th, 2015 for more details rechargewithmilk.ca
A very important part of the RWM campaign is the sponsorships of events, as they allow us to increase awareness of the RWM brand, meet with active consumers to explain the benefits of chocolate milk, and ultimately help increase sales of chocolate milk.
In 2015, sponsored events will include the Recharge with Milk Triathlon Series in Ontario as well as six marathons located in Ontario, Nova Scotia, New Brunswick and Prince Edward Island and is the title sponsor of many of these events. DFC will also sponsors Rugby Ontario, Greater Toronto Hockey League and Mountain Bike racing. Since 2007, RWM has been involved with basketball in partnership with various organizations. In 2014, RWM event sponsorships allowed us to interact with over 150,000 athletes – to who over 65,000 samples/500 ml cartons of chocolate milk were distributed. This is in addition to thousands of branded items that were handed out at events to remind athletes to keep chocolate milk top of mind when reaching for a post-workout recovery beverage.