PB Creative Wins a Penta!

PB developed the name, tone of voice and visual identity for Wing-Co, a high-protein drink aimed at what Arla calles ‘Balanced Blokes’ – ‘everyday’ men in their 30s who ‘aren’t sucked in by lots of marketing rubbish’, according to PB Creative director Ben Lambert.

Lambert says, ‘We wanted to create a completely new look within the flavoured milk category, something iconic that would stand out, disrupt on shelf and ultimately make you smile!’ PB Creative created the strapline ‘shoots down hunger, fast’, and used an aviator ‘wingman ‘ character on pack, aiming to reflect the idea that the drink is always on hand for ‘hunger emergencies.’

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