Industry News | March 5, 2010

New Milk Drink Option For Athletic Refueling

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This week, Shamrock Farms is launching a full-court press to support the national distribution of its new Rockin’ Refuel milk. Including a partnership with Hoop It Up, ESPN basketball analyst Jay Bilas, and a Most Rockin’ Shot consumer contest, the sports-themed national campaign spotlights the product - a protein-fortified flavored milk ideal for post-exercise refueling that appeals to today’s generation of young, active athletes.

“Rockin’ Refuel is a big development in the beverage category, particularly in the dairy case," says Mike Krueger, senior vice president and general manager. "Research supports the benefits of chocolate milk for post-exercise recovery; meanwhile, there has been an increase in consumer demand for drinks that refuel after a workout. Rockin’ Refuel is the great tasting, real milk answer to what consumers are craving.”

Shamrock Farms, one of the largest family-owned dairies in the country, is based in Phoenix. The sports partnership, social media campaign, and local marketing events is spear-headed by Current Lifestyle Marketing, while the national ad buy and retail support is being handled by The Richards Group.

Rockin’ Shot Contests and Digital News Room

The campaign debuts today with the launch of the Rockin’ Refuel “Most Rockin’ Shot” Video Contest, a social media-driven contest on that asks consumers to submit videos of their most rockin’ basketball shots. America will vote online for the five finalists, while spokesperson and ESPN college basketball analyst Jay Bilas will select the grand prize winner. Bilas also supports the campaign by providing weekly commentary on consumer entries online and by participating in a New York City media day.

National Grassroots Tour Supports Cancer Research

Rockin’ Refuel is hitting the road in partnership with B.E.S.T. (Blue Entertainment Sports Television) to inform local athletes about the importance of proper post-exercise refueling. Together with Sports Authority, Rockin’ Refuel will be the official presenting sponsor of 11 local market Hoop It Up 3-on-3 basketball tour stops including Atlanta, Philadelphia, Miami, and Phoenix where the brand will conduct sampling, radio promotions, and local media outreach. Rockin’ Refuel will also have branding presence at all Hoop It Up tour stops throughout the spring and summer.

As part of the program, a donation will be made in each tournament market on behalf of Rockin’ Refuel to Coaches vs. Cancer – a joint effort by the American Cancer Society and the National Association of Basketball Coaches that empowers basketball coaches, their teams, and communities to help win the fight against cancer.

The Rockin’ Refuel Ritual

A print and online ad campaign supports Rockin’ Refuel’s national distribution. The creative highlights common pre-workout rituals, such as donning a lucky pair of socks and “putting on a game face,” while also suggesting Rockin’ Refuel as the new post-workout ritual athletes should incorporate into their routines.

Ads can be seen in media such as,, and via school sports program publications, like Coach & Athletic Director magazine. Colleges are also a key demographic, with university-specific ads and outreach to athletic departments that use Rockin’ Refuel in their players’ training regimens. Rockin’ Refuel samples and information will also be distributed to coaching staffs, trainers and sport dietitians nationwide.

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