Big Dairy’s Idea of Fun and Games

Big Dairy – more specifically, the Milk Processors Education Program – has a hefty advertising budget. Roughly $70 million a year, to be quasi-exact.

Most people are familiar with their “Got Milk?” campaign, but largely unaware of “Get The Glass” , their ‘advergaming’/'edutainment” online interactive adventure (which, from the looks of it, was certainly not produced on a shoestring budget).

I came across the game this past weekend, but “Get The Glass” has been around since 2007. At the time, Steve James, Director of the California Milk Processing Board, explained:

“We want people to imagine what it would be like if milk really was this scarce and how that would change the way we think about it.”