The Milk West Alliance needed a way to get milk in front of teens during prime snacking windows (after school and before dinner) and where they consume content the most (online). So it created “Snack Time,” a web series that was designed to avoid all of the things that teens hate about ads. There are no product placement shots or calls-to-action in the webisodes. However, the content is created wholly around milk and the snacks that go well with it. To promote the series, the team created unique content for Buzzfeed and Tumblr, while targeting moviegoers in cinema with special episodes related to the film the audience was there to watch. The content has been viewed more than 21 million times, and the Alliance has since tracked a 20% increase in milk sales.