We’ve often been told that drinking milk is healthy and nutritious, especially for kids. That’s certainly the belief in Japan, where schoolchildren are given a small bottle of milk with lunch every day. Trouble is, they don’t always finish them. In order to encourage them, milk company Seki and the agency VML Ogilvy came up with a smart analogue idea, using the bottle itself. A manga story is printed in white on the glass bottle. While the bottle’s still full, it’s invisible. And as reading is done from top to bottom, once kids discover the story, they have to finish all the milk to find out what happens at the end. As a result, 95% of the bottles distributed came back empty, while the idea, design and illustrations reaped multiple awards from the likes of Clio, D&AD, LIA and Mad Stars. 

TitleMilk Manga
Campaign Milk Manga
Advertiser Seki Farm
Brand Seki Milk

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