To educate teen athletes of the nutritional benefits of chocolate milk in the two hours post-workout, this
integrated campaign offered teens a chance to get advice from celebrity athletes of their choice from the one source that goes with them wherever they go–their mobile device.

By texting in “REFUEL,” teens choose their favorite of three celebrity athletes to receive timely training & nutrition tips, chances to win autographed gear, and even the occasional voice message from their athlete.
From print ads and school posters to the mobile and web experiences, the REFUEL campaign was fully integrated – including an adaptation for iPad.