The document describes a new interactive milk carton called the "Super Milk Man" that allows consumers to play a game by tilting the carton to control a character who collects milk while avoiding aliens. Scanning the carton launches the game on a device's screen behind the carton. Completing the game reveals a daily milk fact and discount for future purchases, with the goal of appealing to mothers who will buy more milk their kids will enjoy drinking.

1. Who said milk was boring? The Super Milk Man

2. What the new carton would look like

3. How It Works Go to the Super Milk Man website. Scan the Super Milk Man on the carton to start the game. Move the milk carton to control the Super Milk Man. Tilt the carton clockwise to go down and anti-clockwise to go up. Avoid the aliens and collect the milk. You can see the background on the item you are viewing the game on. When you finish the game, an interesting fact about milk is displayed (a different fact each day) and you get a discount off your next Super Milk carton.

4. Campaign information Target market information: Mom’s doing the shopping who think it would appeal to their kids and make them drink more milk. Target market age: Aged 30+ with children aged 5-11 Gender: Both Target market likes/Interests: Health, Fitness, Milk, Fun games, Breakfast cereal