Athletes don’t often pound a glass of milk after a hard workout. That might change with some female runners in the New York City Marathon, as every single one of them can sign up to be sponsored by the dairy drink. MilkPEP’s agency of record, GALE, handled creative, strategy, public relations and Dairy Milk’s website for the campaign.
Dairy Milk is bringing attention to the disproportionate number of sponsorships female athletes receive compared to their male counterparts. Sponsorships for women’s sports comprised just 0.4% of total sports sponsorship between 2011 and 2013, according to Women in Sport, a charity organization focused on breaking down gender inequalities in sports.
The 26.2 campaign also puts Dairy Milk further into the performance drink category. According to its website, fat-free chocolate milk replaces glycogen, reduces muscle breakdown and provides essential electrolytes after exercise.
The 26.2 campaign will appear on TikTok, Instagram, Facebook and YouTube. A giant glass being filled with milk appeared on the Nasdaq building in Times Square this week, and cameras set up on race day will capture runners on digital billboards. The campaign is running through the day of the marathon, November 6.
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