Müller fires gun on athletics tie-in

Dina Asher-Smith

Müller has signed up two new brand ambassadors, British sprinters Adam Gemili and Dina Asher-Smith (pictured), as part of its major athletics partnerships in 2017,

The duo will appear in Müller’s athletics-inspired multimedia campaign which aims to fire up the next generation to become involved and have fun with athletics. The campaign also includes new television adverts, which feature Gemili and Nicole Scherzinger, digital and print advertising and the dairy company’s biggest-ever on-pack promotion.

As part of the activity, Müller has developed a range of 12 limited editions across Müller Corner, Müllerlight, Müller Rice and FRijj, which will be launched in phases.

Müller biggest-ever on-pack promotion gives consumers the chance to win one of 1,000 pairs of session tickets for the IPC World Para Athletics Championships London 2017 and the IAAF World Championships London 2017, as well as a host of other prizes. The promotion is also present on Müller’s branded milk, cream and FRijj products as part of its status as Official Milk of British Athletics and Official Milk Drink of British Athletics.

Consumers are invited to visit mullerathletics2017.com where they can enter the prize draws. Throughout the year, the new site will also feature a wide range of additional content including athlete interviews, tips from athletes on how to get motivated, information on the health benefits of dairy and exclusive behind the scenes footage of the upcoming Müller television adverts.

In addition, Müller has launched its reformulated Müller Corner Strawberry recipe, the most popular flavour of the range, which now includes 19% less total sugar. The new recipe does not contain any sweeteners.

“The success of our 2016 partnerships with British Athletics and Team GB was phenomenal and this year, with five major athletics event partnerships, we’re going bigger and better than ever before,” said Michael Inpong, Chief Marketing Officer at Müller.

“We’re so excited for consumers to try our new limited editions and to enjoy our biggest ever on pack promotion. We want to help inspire the next generation to get out there and have fun with athletics and to be working with the stars of British Athletics, from Adam Gemili to Dina Asher-Smith, is a real honour.”