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Cravendale is filtered using fine ceramic filters (microfiltration), removing more particulates and organisms than conventional methods. It is then conventionally pasteurised through the high-temperature short-time process, and bottled in opaque rather than transparent containers. The combination of microfiltration and a light-blocking container provides an extended lifespan of up to three weeks when refrigerated, for which a premium is charged. Generically, this type of product is known as Extended Lifespan (ESL) milk. (The milk is not ultra-pasteurised, and therefore cannot be stored for very long periods at room temperature like ultra-pasteurised UHT milk; however, the lack of ultra-pasteurisation ostensibly has less impact on the flavour of the product.)
Cravendale Milk is marketed in distinctive opaque plastic packaging, and also comes in 1 litre cartons.
Cow, Pirate and Cyclist
In 2007, Cravendale launched a UK TV campaign featuring a Pirate, Cyclist and Cow (much of the characters and scenery recycled from A Town Called Panic), created by Wieden + Kennedy and animated by Pic Pic and André.
For 2008's International Talk Like a Pirate Day Cravendale created an iPhone application which included a pirate sentence creator, as well as a pirate radio that played tracks such as 'Seagulls & Alcohol' by Oa-Seas and 'Arrgh You Lonesome Tonight' by Elvis Presley.
Cats with Thumbs
In 2011 Cravendale launched a new TV campaign called Cats with Thumbs featuring a male polydactyl cat named Bertrum Thumbcat as its main protagonist and Tim Curry as the narrator. The commercial was voted as the number 1 funniest commercial on the TV countdown special TBS's Funniest Commercials of the Year 2011. Some argue that the campaign lacks originality, borrowing too heavily from comedian Eddie Izzard's stand-up routines. A follow-up campaign in 2012 saw the Cats with Thumbs gang kidnap several milkmen and hypnotise them into stealing Cravendale (the CWT gang's methods of hypnosis make a reference to the Ludovico technique in A Clockwork Orange).
Barry the Biscuit Boy
In 2014, Cravendale replaced the cats with a stop motion advertisement featuring Barry, a boy made of digestive biscuits. He goes swimming in a lake of milk, but his head dissolves and his parents have to bake him a new one. The theme song was performed by punk cabaret band the Tiger Lillies.
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