Apple Windows drivers on USB, but Windows says I need to format USB to use it

I set up a 16GB USB drive as my Mountain Lion install disk via the Mountain Lion Installer app.   I ran BootCamp and had it download and put the Windows drivers also onto the USB stick.
Installed Windows and got to the part where it says I have no drivers.
So when I now put in the USB drive to install the drivers, Windows is saying "You need to format the disk in drive E: before you can use it.  Do you want to format it?"    ...but that's where the drivers are.
How was the USB stick formatted originally?  I don't know, presumably with whatever the default from Disk Utility was when I wiped it.
Ay suggestions? 
(e.g....reformat the USB with Windows, reboot into OS X (assuming that works), then have Boot Camp Assistant re-put the Windows drivers on the USB, then reboot into Windows, etc?   Trying that now.)
Thanks.

The drive must be formatted as FAT32, you can do that on Windows or OSX. Then put the drivers back on it, boot to Windows and install them.

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