I’ve never been much of a milk drinker. For me, it more or less serves as a vehicle for getting cereal wet. While I’ll add a splash to my morning coffee, the thought of pouring myself an entire glass makes me feel like a complete psycho.
I’m not sure if Japan’s Seki Milk could have steered me in the direction of doing this body good, but last May, they teamed up with Ogilvy Asia to set milk-hating kids like myself straight. Apparently, 65% of elementary school kids won’t get the nutritional benefits of a cold glass of—shudder—milk because it sits untouched on their cafeteria tray. To combat this, Seki and Ogilvy printed manage comics inside a glass bottle of milk, and the only way to read the 4-frame design is to hold your nose and chug the dairy delight down. In all, they created ten comics for the lactose-tolerant-but-intolerant.
What’s more, it worked! Gifu Prefecture reported that, after project comic-carrot-stick, 95% of the students managed to hork down the white stuff.
Anywho, it’s a clever idea. Thanks for hyping me to the existence of this, Design Taxi.
