linked in facebook twitter rss

  • Interbrand
  • Brandchannel

your chance!
your chance!
Dairy Farmers of Canada's Chocolate Milk - bull?
also of interest


  Canadian Dairy Farmer’s Chocolate Milk
Dairy Farmers of Canada's Chocolate Milk
by Renée Alexander
March 2, 2009

With the URL, the Dairy Farmers of Canada have crafted a no-frills, healthy brand message that promises natural heartiness. Which is why the following observation may sound odd:
Chocolate milk is not just for fat kids anymore.

This is what the Dairy Farmers of Canada are saying about chocolate milk on their website, It states that chocolate milk is loaded with both the proteins and carbohydrates your body needs to repair and recharge after strenuous physical activity and drinking some 15 to 30 minutes afterwards can help speed up your recovery.

“Protein is especially important for recovery if you plan to work out again within the next 24 hours,” the site says. “Research shows that a beverage containing both protein and carbohydrates can be more effective at increasing next-workout performance than a carb-only beverage. In fact, those who had both carbs and protein after their workout showed performance gains during their next workout of between 21 per cent and 55 per cent.”

Without a central content regulator, websites can post just about anything and get away with it. The Dairy Farmers, however, have backed up their claims with links to a quintet of studies published in a variety of nutritional journals.

One report, called “Chocolate milk as a post-exercise recovery aid” examined nine male, endurance-trained cyclists who completed an interval workout followed by four hours of recovery and a subsequent endurance trial to exhaustion on three separate days. The subjects drank unmarked containers of chocolate milk, fluid replacement drinks or carbohydrate replacement drinks. The results showed the time to exhaustion and total work were significantly greater among those who consumed chocolate milk and the fluid replacement drink.

“The results of this study suggest that chocolate milk is an effective recovery aid between two exhausting exercise bouts,” wrote Indiana University researchers in the International Journal of Sport Nutrition and Exercise Metabolism.

The chocolate milk education continues under the “Protein Power” tab, which details how your body uses carbohydrate stores, called glycogen, in your muscles for energy. As they become depleted, so does your ability to achieve peak performance. The faster glycogens are replenished after you’re finished working out, ideally within half an hour, the better you can perform at your next workout. Protein also aids in the recovery process by repairing damaged muscle tissue and promoting muscle growth.

Melanie Olivier, sport dietician and consultant for the Canadian Olympic Committee, provides a testimonial:

"Chocolate milk is an ideal drink for post-workout recovery. I recommend it to my athletes because it is available everywhere and contains everything necessary for recuperation after a workout—carbohydrates, protein and electrolytes,” she says.

Canadian Dairy Farmer’s Chocolate Milk Under each tab on the site, a picture of the kind of athlete for whom chocolate milk would be an ideal post-workout beverage is featured prominently. They include a tennis player, a soccer player, a basketball player, a cyclist, a runner and a hockey player.

The “Recharge With Milk” site also addresses two of chocolate milk’s natural competitors—protein shakes and white milk.

The former, it says, contain many of the essential nutrients needed by your body after strenuous exercise but they’ve got far more protein than most athletes need as part of a balanced diet. There are also more basic reasons in chocolate milk’s favor, including that a 500-milliliter serving costs less than half of a protein shake, there’s no measuring and mixing (and none of those annoying floating globs of powder), and it’s difficult to travel more than a few blocks without passing a grocery store, convenience store, restaurant or fast-food joint that doesn’t have chocolate milk on the shelf or menu.

Of course, the site reminds your inner child that chocolate milk also tastes great.

Label readers are also able to compare nutritional facts of chocolate milk, white milk, sports drinks, energy drinks, water, fruit juices and pop under the “Chocolate Milk Compared” tab.

For example, a 500-milliliter container of chocolate milk has more calories than the same amount of white milk (332 versus 258), but fewer grams of fat (five versus ten). They have roughly the same amount of protein (16 grams versus 17 grams), but chocolate milk has more carbohydrates (55 grams to 24 grams) and more electrolytes (322 milligrams of sodium versus 212 milligrams and 898 milligrams of potassium versus 774 milligrams).

Sports drinks—the beverage of choice among most athletes—have 127 calories, zero grams of fat, zero grams of protein, 32 carbohydrates, 204 milligrams of sodium and 56 milligrams of potassium in a 500-milliliter container.

Energy drinks, which have carved out a significant niche among athletes in recent years, have 235 calories, zero grams of fat, one gram of protein, 57 carbohydrates, 435 milligrams of sodium and 15 milligrams of potassium.

Soft drinks, predictably, fare poorly, with 220 calories, zero fat and protein, 56 grams of carbohydrates, 20 milligrams of sodium and 6 milligrams of potassium. Water, meanwhile, has 10 milligrams of sodium and nothing else of nutritional value.

Considering they’re close relatives, the chocolate milk website doesn’t slag white milk so much as position it as a better alternative for people who aren’t as hard core with their exercise. It also points out that white milk doesn’t need to be consumed within a 15- to 30-minute time limit as chocolate milk does in order to provide the benefit. Instead, you can pour yourself a glass “anytime after exercise.”

“If you are a moderate to high-intensity exerciser (such as a runner, hockey player, marathoner or triathlete), you may need the higher levels of carbs found in chocolate milk to replenish muscle glycogen burned during exercise,” the site says under the “Chocolate or White?” tab.

“If you are a lower-intensity exerciser (such as a walker or casual golfer) the additional carbs in chocolate milk may not be needed, since significantly less glycogen is burned during your workout. For you, white milk is a great choice along with a balanced diet.”

So is this brand in line online? Considering the brand is really the Diary Farmers of Canada—yes. The website is hearty, healthy and informative, and hoping to grow a whole new crop of consumers with what many may suspect is a little fertilizer.


Renée Alexander is a freelance business and lifestyle writer based in Winnipeg, Canada.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
 commenting closed Add Social Bookmark bookmark  print
 suggest topic  recommend ( 7 )  email

Dairy Farmers of Canada's Chocolate Milk - bull?
 I just visited the site, because quite frankly the claim seems a little too good to be true.You can't dispute findings from such reputable studies and journals. Also, I do have to admit that I've seen a handful of articles on this over the past several months.Good site. Not loaded with bells and whistles, but it told me everything I needed to really understand why chocolate milk will help after working out. I'm off to the gym in a couple of hours and will try it when I'm done. 
Richard McCoy - March 2, 2009
 This is a great, simple site. As the web gets more streamlined, it's nice to see sites that just put the info out there without registering, blogging, and dynamic crud. Sure there was a contest, but it's a must to justify the effort. Our firm would have charged about $6K for something this simple...what's the range for an "agency-created" simple site? Does anyone ever talk price here? 
Troy McQuillen, Creative Director, McQuillen Creative Group - March 2, 2009
 This type of stuff rattles our preconceived notions, and I think they've done a good job of delivering a message without over-hyping it. I also respect their restraint in not trying to create a "community" (at least not yet) and just putting real facts online. Can't wait to see how they push awareness out to the public to draw them back to the web site for info. 
Stephen Abbott, Managing Partner | Brand Strategy, Octopus Strategies - March 2, 2009
  brandchannel Digital Watch archive   2012  |  2011  |  2010  | 2009  |  2008  |  2007  |  2006  |  2005  |  2004  |  2003  |  2002  |  2001
Dec 23, 2009 Korbel - pops -- Jim Thompson
  Korbel has reason to celebrate online.
Dec 17, 2009 Boursin Cheese - tasteless? -- Preeti Khicha
  Why Boursin Cheese crumbles online.
Dec 10, 2009 Mr Bean - milking it -- Preeti Khicha
  Does Mr Bean sprout online?
Dec 3, 2009 Umbro - umbro-ken -- Mark J. Miller
  Umbro scores with online soccer fans.
Nov 19, 2009 Mandarina Duck - heading south? -- Preeti Khicha
  Mandarina Duck flies high online.
Nov 5, 2009 Klean Kanteen - watered down? -- Jim Thompson
  Klean Kanteen bottles up its brand online.
Oct 29, 2009 Sunsilk Pakistan - sleek site? -- Umair Naeem
  Why Sunsilk is smooth online.
Oct 22, 2009 Odwalla - smooth-ie? -- Mark J. Miller
  Odawalla gets tasty online.
Oct 15, 2009 Expedia India - making inroads? -- Preeti Khicha
  Expedia explores the Indian travel marketplace.
Oct 8, 2009 Pet Airways - ruff landing? -- Preeti Khicha
  Pet Airways takes off with animal lovers.
Sep 29, 2009 - kosher? -- Chana Mayefsky
  Bringing community together via social technology.
Sep 24, 2009 Gillette-Pakistan - razor sharp? -- Umair Naeem
  Why Gillette’s website needs a good shave.
Sep 14, 2009 Wrigley - variety pack -- Mark J. Miller
  Wrigley has a green flavor online.
Sep 7, 2009 See Africa Differently - visionary -- Jennifer Gidman
  Get eye-to-eye with See Africa Differently
Aug 31, 2009 AMF - bowled over? -- Mark Miller
  AMF bowls for pinheads online.
Aug 24, 2009 San Pellegrino - watered down? -- Preeti Khicha
  San Pellegrino waters down its brand online.
Aug 17, 2009 Mrs Bridges - misses? -- Preeti Khicha
  Mrs Bridges spans into online branding.
Aug 10, 2009 Mattel - playing around? -- Mark Miller
  Mattel toys with its brand online.
Aug 3, 2009 Heinz - splat! -- Mark Miller is red around the world.
Jul 27, 2009 Redneck Bank - saddle up -- Anthony Zumpano
  Redneck Bank isn’t horsing around.
Jul 20, 2009 Sadia - gobbled up? -- Vivian Manning-Schaffel
  Perdigão has a taste for
Jul 13, 2009 Snickers - nutty? -- Mark Miller
  Snickers takes a bite at online branding.
Jul 6, 2009 Ritu Kumar - a bad fit? -- Preeti Khicha
  Why Ritu Kumar is underdressed online.
Jun 29, 2009 Roxy - surf's up -- Jennifer Gidmann
  Why women are on board with Roxy.
Jun 22, 2009 Melissa & Doug - toy store-y -- Mark Miller
  Melissa & Doug’s website goofs around.
Jun 15, 2009 Rush Limbaugh - rush hour -- Abram Sauer
  Rush Limbaugh speaks up online.
Jun 8, 2009 barbara K! - tool shed? -- Anthony Zumpano
  barbara K!’s website gets nailed.
Jun 1, 2009 Rolls-Royce - rolling online? -- Mark Miller
  Rolls-Royce online drives home luxury.
May 25, 2009 Elasun - safe site? -- Abram Sauer courts the Chinese youth.
May 18, 2009 Vault - cracked? -- Preeti Khicha locks in a down market.
May 11, 2009 Ringling Brothers and Barnum & Bailey Circus - clowns around? -- Mark Miller
  Why Ringling Bros. is a circus online.
May 4, 2009 Børn Shoes - steps out -- Vivian Manning-Schaffel
  Børn Shoes delivered online.
Apr 27, 2009 University of Phoenix - classy? -- Abram D. Sauer
  Can UPX rise from the Internet?
Apr 20, 2009 Cold-EEZE - contagious -- Jennifer Gidman
  Chill out with Cold-EEZE.
Apr 13, 2009 Anthropologie - touchy-feely? -- Vivian Manning-Schaffel
  Anthropologie’s human element online
Apr 6, 2009 - saving? -- Abram Sauer
  Why is banking on branding.
Mar 30, 2009 Chapstick - lip service -- Preeti Khicha
  Chapstick puckers up online.
Mar 23, 2009 - cashing in -- Anthony Zumpano clicks with spenders.
Mar 16, 2009 Saffola - oil spill -- Preeti Khicha
  Why Saffola is baked with goodness.
Mar 9, 2009 Preparation H - anal? -- Abram Sauer
  Preparation H stays cool in a ring of fire.
Feb 23, 2009 Afrigator - bytes -- Mandy de Waal
  Afrigator chomps one nation at a time.
Feb 16, 2009 Winnipeg Folk Festival - amped -- Renee Alexander
  The Winnipeg Folk Festival sings online.
Feb 9, 2009 Breguet - wound up -- Abram Sauer
  Breguet’s brand gets clocked on the Internet.
Feb 2, 2009 BabyBjörn - carried away? -- Abram Sauer
  Why BabyBjörn is taking more than baby steps.
Jan 26, 2009 Manpower - works? -- Preeti Khicha
  An interview with a working website.
Jan 19, 2009 McCafe - McJoe -- Anthony Zumpano
  McCafe brews changes in coffee.
Jan 12, 2009 Apollo Hospitals - hospitable? -- Preeti Khicha
  Apollo Hospitals take care of business.
Jan 5, 2009 Green Bay Packers - cheesy? -- Abram Sauer
  Green Bay Packers hit hard online.