Maola Milk is making a splash in Virginia this fall with a series of billboards, as part of MilkPEP’s “Gonna Need Milk” campaign. The six billboards, featuring campaign milk claims including “Nutrients to Help Kids Grow” and “Hydrates Better Than Water,” can be found in Richmond and Roanoke for eight weeks, from September 5 through October 30. Together, the billboards are expected to reach an estimated monthly total of 3.8 million impressions.
You might be scratching your head a bit over the “hydrates better than water” statement. How can milk be more hydrating than, well, water?
Researchers credit milk’s natural electrolytes, carbohydrates, and protein for that.
In one study, seven healthy men exercised to dehydration three different times, and at each time then drank fat-free milk, a carbohydrate-based sports drink or water. The research team found that the fat-free milk replenished lost electrolytes and helped the men to rehydrate more effectively compared to water or sports drinks. Another study published in the American Journal for Clinical Nutrition created a beverage hydration index to compare the hydration effect of 13 beverages among 72 healthy, physically active men. Researchers found fat-free and full-fat milk were among the top-ranked beverages with fat-free milk being ranked first, with milk’s beneficial hydration effect attributed to the combination of its macronutrient and electrolyte levels.
We are excited to see Maola Milk hit the Virginia market with high visibility, high impact billboards that will help shift consumer perception about milk. These billboards will drive consumer consideration of milk as not only suitable for kids, but an excellent choice for hydration.
The billboards in Richmond are located at:
- W/S I-195 S/O I-64/I-95 INTERSECTION F/N
- W/S I-95 .65 MI S/O ARTHUR ASHE BLVD @ SHERWOOD AVE, F/W
The billboards in Roanoke, a growing market for Maola, are:
- 24 DALE AVE west of RAILROAD BRIDGE
- 220 SOUTH 1MI. south of B.R.PARKWAY
- E Main 200 ft west of Evans
- US 220 & 4119 Franklin Rd