Milk: REFUEL
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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.
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.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/c578816a8c701775a39c095ee6bde5b3/a5516513bd8db58c590f1b8cb09a5c318fb157731e1898a17f8db5ef8b039b8783f4452992fe66ef_rw_1200.png?h=851741a66ef55d603b5db42c226177e0)
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.
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From print ads and school posters to the mobile and web experiences, the REFUEL campaign was fully integrated – including an adaptation for iPad.
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