Chocolate Milk: Carmelo

The “my After” campaign captures the after-workout rituals of some of the world’s top endurance and Olympic athletes. While many athletes have their own post-workout rituals, the ads created by Deutsch NY show how a growing number of elite athletes now recognize that their “After” is the perfect time to refuel with lowfat chocolate milk.
Lowfat chocolate milk is simple, effective and scientifically shown to help the body recover after a hard workout so athletes can perform at their best during the next bout of exercise.

While the iconic white Milk Mustache -- which has been a mainstay of the famous print campaign for 17 years -- will continue, the striking new “my After” print, television and online advertising will be mustache-free. Instead, it highlights chocolate milk as a cornerstone of the after-workout rituals of some of the world’s best athletes.


The ads were shot by world-renowned photographer and film director, Danny Clinch – known for his “unobtrusive” style – whose work has appeared in publications such as Vanity Fair, Spin, Rolling Stone, GQ, Esquire, The New Yorker, and The New York Times Magazine.

The ad campaign was produced by IPG’s New York-based Deutsch Inc, the creative agency of record for the Milk Processor Education Program (MilkPEP). Led by Chief Creative Officer Greg DiNoto and by Creative Director Bernie Hoya, one of the original creative minds behind the 17-year Milk Mustache campaign