Popular preschool block gets first brand refresh in over a decade.
Channel 5’s popular preschool block Milkshake has undergone its first brand refresh in over a decade.
Speaking at The Children’s Media Conference in Sheffield this week, Sarah Muller, head of children’s at Channel 5, unveiled Milkshake’s new brand logo and opening title sequence, taking attendees through the rationale behind the brand refresh.
The brand refresh will launch on air from July 24 at 6am with All New Week. The schedule will be packed with new episodes of preschool programming such as Peppa Pig and Thomas and Friends, as well as new acquisitions including Poppy Cat and SIMON, with more programming announcements to be made in the coming weeks.
All New Week will see costume characters visit the studio and new Milkshake presenters join the existing team.
The premiere week will be the first opportunity for viewers to see the new studio which retains many of the key features from the original studio while allowing more space for in-studio activities such as crafting and dance routines.
In addition, July 24 will also mark the launch of the Milkshake YouTube channel, featuring audience favourites such as the presenter-lead short form features.
Sarah commented: “I am truly lucky to have this exceptional opportunity to guide a much-loved preschool institution to the next level, providing a contemporary context for modern, media-savvy kids and future-proofing Milkshake for coming generations, without losing any of its existing charm and appeal.”
The Milkshake brand refresh arrives as the block enjoys one of the most successful ratings period in its 20-year history.
2017 has been its best ever year for share for kids 4-15 and audiences 16-34. There are over ten million views of Milkshake programming each month on Channel 5’s digital platform My5.
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