CHALLENGE: Chocolate Milk was villainized as a sugary kids drink when America grew more concerned about childhood obesity. How do you change that perception to help people understand chocolate milk’s health benefits?

SOLUTION: Tap into the truth that elite athletes turn to chocolate milk to help them refuel after a workout and shine a light on the unique protein:carb ratio to position it as a go-to sports drink.

In this spot featuring Sloane Stephens, actions (and sound design) speak louder than words to show how chocolate milk helps Sloane bounce back even stronger.

This was a fully integrated campaign involving TV, OLA and Pandora and other media partnerships. Instead of sponsoring major sports events like US Open or NBA Finals, we surrounded them with second-screen buys that helped us feel like part of the event but with a much lighter media spend.

Here’s another spot featuring Al Horford talking about how chocolate milk helps him recover after a tough workout, as well as his special relationship with the city of Boston. The following year, he bounced to Philadelphia, and we needed to edit out that line. This spot was also a fully integrated effort, including Hispanic content since a big part of Al’s story includes his Dominican heritage.