Gulp!, the flavoured milk drink manufactured by MD Foods, will sponsor The X-Files on Sky One. The sponsorship deal is part of a 1m campaign co-ordinated by Leeds-based agency Advertising Principles to position Gulp! as a milk drink ‘with attitude’. Running for 22 weeks, from March 7 each Sunday night episode will feature specially commissioned animated shorts to reinforce the eerie X-Files world and make viewers ‘gulp with surprise’. Lisa Palillo, MD Foods marketing controller, says: ‘We want to bring an element of young, cult status to flavoured milk, and felt the X-Files was an absolutely perfect vehicle for reaching our target market.’ Gulp! comes in strawberry, banana and chocolate flavours.