The National Milk Mustache “got milk?” campaign and American Cheerleader magazine on Aug. 31 launched the Be Strong Challenge, a program to educate cheerleaders on the benefits of low-fat chocolate milk as a recovery beverage after their workouts. An event at The Grove, an upscale Los Angeles shopping mall, served as a launch pad for the challenge.
Cheerleaders recruited by American Cheerleader took over the Green at the Grove, teaching dances and cheers to VIP readers of the magazine and their families. Attendees also took pictures with oversized Milk Mustaches against an American Cheerleader backdrop.
The event also served as the reveal for the newest “got milk?” ad, which features Disney star Ashley Tisdale in a ReFuel cheerleading uniform and holding a bottle of low-fat chocolate milk. Tisdale made a surprise appearance and spoke to the crowd about the benefits of drinking low-fat chocolate milk.
As part of the program, Tisdale is challenging cheer squads to show how they can “be strong” by refueling with low-fat chocolate milk. Squads can submit videos of their cheers to americancheerleader.com/bestrong. Teens will vote on the strongest squad, with the winner receiving $5,000 and a chance to appear in a Milk Mustache ad in American Cheerleader. Each vote cast will earn a dollar for Cheer for a Cure.
“We wanted to spotlight cheerleading as the intense athletic feat that it is,” Miranda Abney, senior marketing manager for the National Milk Mustache “got milk?” campaign, told Buzz. “And we wanted the campaign to be social, since teenagers are so social.”
To date, the campaign has achieved 16 million social media impressions. Agency: Eventage, South Orange, NJ.