In many parts of Japan, 65% of elementary school kids don’t receive the recommended nutritional balance because they’re not finishing their daily bottle of milk. Leveraging kids’ love of manga, a 4-frame design was painted on the bottle in white, revealing more of the comic story as kids drank up. 10 unique stories were printed in all, giving kids plenty of fresh stories to consume. The results? In the Gifu Prefecture, 95% of the children finished their milk, enjoying 100% of the milk’s nutrients. An earned media value of US$2 million was also gained, encouraging more schools to include Milk Manga in their children’s daily lunch.