media relations efforts and advertising. Nesquik also developed new packaging with the "official beverage" language and the brand's iconic bunny. The designation will be featured prominently on 10-pack cases of the low-fat chocolate milk. Nesquik Marketing Manager Marc Serin said the brand is "excited to incorporate the new USAS partnership into our broader sports marketing efforts. For example, we also promote Nesquik at local grassroots events to help runners recover with low fat chocolate milk post-race through the national Built With Chocolate Milk campaign." "We're proud to partner with two of the nation's brightest medal hopefuls and share why chocolate milk is the recovery beverage of the world's best athletes," said MilkPEP Marketing Director Miranda Abney. More than 20 scientific studies with athletes from sports including swimming, running, cycling and soccer support the benefits of recovering after strenuous exercise with the high-quality protein and nutrients found in low-fat chocolate milk. n Mil

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Dairy processor Shamrock Farms (which makes Rockin' Refuel) is leveraging the partnership with USA Swimming because "we've seen a growing number of athletes and exercisers demanding Shamrock Farms chocolate milk as a recovery beverage," said Sandy Kelly, vice president of marketing.