when I was at school,
every day we were all given a small bottle of milk to drink, to ensure that we all grew up hopefully healthy, well it appears that this still happens in Japan today, but Seki Milk, a Gifu-based provider of milk found an
inconvenient truth, the majority of students, some 65% according to their own
research, were not finishing their milk, resulting not only a waste of milk but
it also meant kids were not getting the full benefit from the milk, what to do?
in Japan, school lunch milk is served in glass jars, unlike
the paper cartons you might be used to seeing in the west. Taking advantage of
the transparent properties of the glass packaging, Seki Milk teamed up with ad agency VOJ and comic book illustrator amiakihiko to create an original
comic series that would be printed in white ink. The “milk manga” comic series is
invisible at first but as the milk is consumed, the comic panels become visible,
and you guessed it, to
see the full comic you had to drink your milk! what a neat idea.
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