Tuesday, July 05, 2011

How do Aussie men man up? They drink flavored milk?

(click image, via) I posted the first billboard execution from this silly specious campaign for Chill brand flavored milk last October. Now, here's the bus stop version. (How it works is: the fake cologne ad appears first for two weeks, then Chill makes it look like manly milk-drinking vandals bomb the Le Man board.) As I said then, this is the exact same Man Up idea being used by Miller Lite as seen on a Chicago split billboard. At least that's for an alcoholic beverage. I thought Down Under dudes were as tough as the Outback? Previously: Chill was the first advertiser to (lamely) exploit the Chilean miners.


Anonymous Kyle said...

and why the decision to make his knees less hairy than the rest?

2:05 PM  
Anonymous dgurvoir said...

Lots of tradies (contractors) and other young guys drink flavoured milk during the day so it is probably designed to try and appeal to this market. They of course get on the booze after work.

'Big M' was an iconic Australian brand in this product space, but unfortunately its glory days are long gone.

8:39 PM  

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