Wing-Co chocolate milk launches £2m campaign aimed at men
Arla Foods has launched a £2m marketing campaign for its new brand of chocolate flavoured milk, Wing-Co.
The campaign has been developed by CHI&Partners and is aimed at “balanced blokes” in their 30s and 40s.
The three ‘lait d’homme’ executions are a parody of over-masculine ‘Pour Homme’ fragrance ads and encourage British blokes to 'man up'. Each advert shows a male model performing a feat of over-the-top manliness, with nonchalance. One ad (pictured) shows a man carrying a huge tree trunk over one shoulder, other see him carrying a full size lioness or sitting in plus fours sporting a flamethrower
The press and outdoor ads use the strapline: ‘The manly chocolate milk for men with added man’.
The print campaign has been supported by a strategic partnership with men’s magazine, Shortlist, in a deal brokered by media agency Carat.
The tie up draws in all of Shortlist’s platforms, including Shortlist.com and its Mr Hyde email newsletter, but will be spearheaded by a number of advertorials running in the magazine over the next six weeks, the first of which launches today, 6 June.
To help drive brand awareness and encourage product trial a London-focused sampling programme, in association with Shortlist and led by integrated agency Space, has also been launched.
Tesco, Morrisons and ASDA have also support with campaign with product sampling and handing out coupons across 20 locations.
“We’re delighted to be launching Wing-Co. to men across the UK with such a comprehensive communications plan in place. We’re confident that we’ve developed a product and strategy for Wing-Co. that’s going to keep men going when they need it most,” said senior brand manager for dairy drinks at Arla, Gareth Turner.
Digital agency Outside Line developed the social media activity, creating a dedicated Facebook page, while pack design for the Wing-Co. bottle was provided by PB Creative.
Turner added: “This is only the first stage in our long-term plan to add value to milk for our retailers in the exciting dairy drinks category and we’re really excited about introducing Wing-Co. to our existing range of products and our NPD pipeline.”
