Media Releases

Read all about Wisconsin Cheese and dairy programs and promotions making headlines across the U.S.


WMMB Helps Athletes "Win With Chocolate Milk"

Mar 04, 2013

MADISON, Wis. (March 1, 2013) – Low-fat chocolate milk has the nutrients athletes need to recover after a hard workout. It's simple, effective and scientifically proven to help refuel athletes' bodies so they can perform at their best. To encourage Wisconsin athletes–from the most elite to the everyday–to turn to chocolate milk as part of their recovery routine, the Wisconsin Milk Marketing Board (WMMB) has partnered with University of Wisconsin-Madison's Director of Strength and Conditioning, John Dettmann, to spread the message that athletes "Win With Chocolate Milk."

"I have long advocated that low-fat chocolate milk is the perfect beverage to refuel, rehydrate and rebuild muscle after working out, so I was thrilled to partner with WMMB to help share this message with adults across Wisconsin," said Dettmann.

Two TV commercials were developed to promote the "Win With Chocolate Milk" campaign–one geared toward elite athletes, the other relating to the average active adult. The commercials will air during the Wisconsin Interscholastic Athletic Association (WIAA) Hockey championship broadcasts the first weekend in March and again during the WIAA Basketball championships later in March. Radio and online advertising will also support the campaign.

Dettmann is featured prominently throughout the campaign. In his 24th year as the Director of Strength and Conditioning at the University of Wisconsin-Madison, Dettmann has played a significant role in the development of several notable Wisconsin athletes as well as in helping the football team win a number of championships.

"As the strength and conditioning coach to some of Wisconsin's top athletes, people always ask me, "What's the secret to top performance?'" added Dettmann. "I always tell them, 'What happens AFTER the workout is just as important as what happens during the workout.' My advice is to refuel with low-fat chocolate milk."

"When most adults think of chocolate milk, they think of a beverage that provides a delicious, fun treat–but, it's so much more," said Dave Bavlnka, vice president of Advertising, WMMB. "We want Wisconsin residents to know that low-fat chocolate milk is relevant to their active lifestyles and is the ideal sports recovery beverage, providing many nutritional benefits other recovery beverages lack."

To learn more, visit

# # #

About Dairy Farmers of Wisconsin: Funded by Wisconsin dairy farmers, Dairy Farmers of Wisconsin is a non-profit organization that focuses on marketing and promoting Wisconsin’s world-class dairy products. For more information, visit our website at

Contact Info