In a decidedly unbranded way, Milk West rolled out an absurd web series for teens. The YouTube show is geared at youngsters in a bid to make snacking and drinking milk top-of-mind. More than 40,000 youth follow the antics of an anthropomorphic milk carton, as well as the foods that go best with it. The branded push has been supported with pre-roll, cinema spots, mobile ads, and the characters have been incorporated into video games, Tumblr posts and text links. To catch teens at cinemas, Milk West also aired an episode in theatres on the opening weekend of popular movies. As a result of the series, fans say they consume three more glasses of milk per week than those who have never seen the show before.