The Rock needs some milk, and it's Super Bowl time.
Salma also needs some milk...
Milk is no longer a default inhabitant of the fridge. You need to make a case for it. Protein is the case. Milk has it. Protein Fight Club takes a "competitive" stance to help people to remember that.
Chocolate milk was emerging as a refueling ritual by elite athletes. 'My After' jumped on that ritual and took ownership of it.