The California Milk Processor Board (CMPB), the organization behind the famous “Got Milk?” tagline, is getting into the content game.
Today, it’s debuting its first weekly web series, “Glass Half Full News.” The kid-centric show has the format of a traditional TV news broadcast, with an anchor and field correspondents, but the content isn’t as much about relaying timely information as it is about exploring a child’s perspective of life in 2020 among amusing jokes and cartons of generic milk.
The premiere episode features segments on surviving in the great outdoors—in this case, the backyard—and learning new things while under lockdown, like mom’s real hair color.
“As disruptive and unsettling as these challenging times are, they have also given kids the opportunity to grow and flourish creatively, in responsibilities and in ingenious ways to entertain themselves that might not have otherwise been navigated in more ‘status quo’ times,” Steve James, executive director of the California Milk Processor Board, said in a statement.
Each episode is about two minutes long, containing two to three segments each. The series is expected to run until the end of the year, with the CMPB’s agency of record, Gallegos United, behind the creative effort.
“Given the current state of affairs that we are all living through, we had this realization that kids have been extremely resilient in coping with this new reality,” Dino Spadavecchia, executive creative director at Gallegos United, said about the inspiration behind the project. “So, we thought to use that naturally innocent positive outlook and put content out there that would exemplify the ‘glass half full’ approach that kids take to living life.”
Since the Covid-19 outbreak, several brands have employed a similar marketing strategy, rolling out video content to entertain consumers at home. Johnson & Johnson has made a web series about the search for a vaccine, while sauce and spice maker McCormick & Co. has rolled out step-by-step cooking shows on social media. Pebbles cereal has introduced an educational series titled “Daily Yabba Dabba Doo.”
Dairy milk sales have climbed during the pandemic and still easily control the category, according to numbers from IRI, a Chicago-based market research firm. But there’s no denying the rise in popularity of alternatives, such as oat milk from the likes of Oatly and Chobani. Between January and early August, IRI’s refrigerated milk substitutes segment, which includes oat milk, saw year-over-year sales grow 96.3% to $184.9 million. During this seven-month period, the segment gained 0.8% of total market share.
Executive producer and ABC’s Black-ish actor Marsai Martin served as creative advisor to the series. The organization has also produced a Spanish-language edition, “El Vaso Medio Lleno Noticias,” which includes Mexican-American singer Ángela Aguilar. A handful of “kidfluencers,” such as Zooey Miyoshi and Stella and Blaise Bennett, will both appear in the series and help promote it on their own social channels. Promo video teasers are also scheduled to air on a host of partner channel platforms, including Facebook, Instagram, YouTube, Hulu, Disney and Nickelodeon.