Coat made of chest hair promotes Arla’s ‘manly’ milk drink

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Arla's chest-hair coat

Rugged approach: Arla’s new campaign features a coat made of chest hair

Arla has unveiled a new type of fur coat – made out of discarded male chest hair – to celebrate the launch of its new Wing-Co protein-rich chocolate-flavoured milk drink, targeted at men.

The ‘Man-Fur Coat’ took a team of four fashion designers a total of 200 hours to make, according to a Wing-Co spokesman.

It was commissioned to draw attention to the brand’s launch campaign, which seeks to pitch Wing-Co as a drink to help men “‘man-up’ against hunger”.

“We commissioned the Man-Fur Coat as a wakeup call for the nation’s gents. A way to encourage them to readopt the values of assured ‘men’s men’ from yesteryear who would laugh nonchalantly in the face of adversity and be proud of their abundant manliness,” a Wing-Co spokesman said.

Wing-Co, which launched in April, is available at Tesco, Asda and Morrisons, rsp £1.10 for a 500g bottle.

Readers' comments (6)

  • First of all: gross.

    Secondly, brands telling people to 'man up' is really pathetic. Go away please, Wing-Co.

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  • I agree with Hans - this is gross!

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  • If chest hair is so important to one's manliness, why doesn't the model (who appears to be male) have any? Did he donate it to make the coat?

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  • This is such a depressingly pointless product.

    One would expect that Arla's product developers have done their proposition homework, but in my view you are a prize idiot if you think a milky, chocolatey drink is manly in any way, even with added 'protein'.

    The concept doesn't even work on an ironic level.

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  • In reposnse to those above...The protein supplement market is booming. This product is cleary on trend with that.

    And i think the purpose of the chest hair jacket has been lost on you... Muscly bodies..shaved chests etc etc

    C mon women...keep up!

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  • I couldn't resist commenting. Very well written!

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