Space creates manliness campaign for Arla Foods

In its first campaign for Arla Foods, marketing agency Space helped launch its Wing-Co chocolate milkshake aimed at hungry men.

An Arla consumer proving his manliness
An Arla consumer proving his manliness

The milkshake, which has a 40% protein base, comes in a bottle featuring a wing commander and the strap line, ‘shoots down hunger, fast.’

As well as sampling at supermarkets including Tesco, Morrisons and Asda, Space’s launch programme includes inviting consumers to prove their manliness through a log-throwing game in the car parks of Tesco stores. The further the log was thrown, the higher the consumer's 'manliness rating'.

Sean Kelly, group account director at Space, said: "Our brief was to bring Wing-Co’s proposition to life and to support the spirit of the advertising.

"The out-of-store activity will tap into a sense of competition amongst men and challenge them to ‘man up’ on their Saturday morning shopping trip, which we hope their partners will appreciate."

Gareth Turner, senior brand manager of dairy drinks at Arla Foods, said that the brief was to playfully target Wing-Co at men as an alternative to less healthy snacks.

"Space’s creative approach brings to life the brand’s tone of voice and they have developed an engaging programme to get the product in the hands of our target audience," he said.

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