Getting kids to finish the milk left in the bottom of the cereal bowl is always a challenge, but drinking it ensures they absorb all the rich vitamins and nutrients packed in a breakfast bowl.  Maxx created a bowl with a built-in straw to encourage kids to finish their milk - down to the last drop.  Kids loved it for the fun factor, while mothers liked that it prompted kids to finish their milk.  Over 12 million Tip & Sip bowls were produced, and the campaign has subsequently been relaunched across multiple global markets.