Wing-co. launches new chocolate milk with print campaign "lait d'Homme" via CHI&Partners
Arla Foods are launching Wing-co., a new chocolate flavoured drink designed for men, with a print campaign devised by CHI & Partners.
With 40% more protein than most other milk drinks, Wing-co. is a more manly chocolate milk - an insight that naturally led to the creative idea, 'Lait D'Homme'. The campaign, which launches in press and 6$ from 3rd June, is a parody of over-masculine 'Pour Homme' fragrance advertising.
Shot by fashion photographer Matt Irwin, the ads show a rugged model performing exaggerated feats of manliness with nonchalance. He is a man, with added man. Be it balancing a huge tree trunk over one shoulder, carrying a full size live lioness or sitting in plus fours sporting a flamethrower, he remains unflustered.
The three executions end with the line "The manly chocolate milk for men with added man."