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Arla Foods has rolled out a £2 million integrated marketing campaign to support the launch of its chocolate-milk brand Wing-Co. CHI & Partners created the humorous press and outdoor ads that parody men’s fragrance commercials. They show rugged models nonchalantly performing over-the-top feats of masculinity. In one execution, a man appears thoughtful as he carries a lioness on his shoulders. In another, a model wearing a fur coat looks as if he has just torn a whole tree up from its roots. At the bottom of each execution is the tagline: "The manly chocolate milk for men with added man." The work was created by Rick Brim and Daniel Fisher, and photographed by Matt Irwin. Media was handled by Carat.