GRAND JUNCTION, Colo. (KKCO)-- It's been 17 years, chocolate milk has branded itself with ordinary milk under the famous GOT MILK? slogan.

Starting this week, though, the chocolaty drink will trade in the mustache for muscle.

It's been known within the strength and conditioning world that chocolate milk is a wonderful source of protein, carbohydrates, and, of course, calcium. While it's also high in simple sugars, the flavored milk packs a powerful punch for athletes and gym-goers following a hard workout.

According to studies funded by the Milk Processor Education Program, recreational runners who drank chocolate milk after a strenuous run were able to workout 23% longer when they worked out later that day compared to others who drank traditional sports drinks.

The "My After" campaign is schedule to begin airing this week with professional athletes like Carmelo Anthony and Olympic swimmer Dara Torres sporting the the chocolaty 'stache.