"Yoghurt for 'real men'" by Fonterra, New Zealands dairy giant
"In a man's world, blueberry yoghurt is for girls on diets. Or so you would think.
Fonterra has created a range of products - Mammoth Supply Co - which it thinks will fill a void for tough-guy snacks.
They include the apple and blueberry yoghurt (it's super-thick and chunky, so it's made for a man), rum and cola icecream, and iced coffees.
Adverts for the products will be aired on radio and television from today - playing on the social stereotypes of what is "okay" and "not okay" for men to stay manly.
Tubs of the new yoghurt come with a spoon and in a 325g carton - much larger than the usual 150g snack-size pottles - with a label that reads: "This is men's yoghurt and you are a man. Now find a spoon, fork or spade and dig in."
The adverts are narrated by the deep voice of The Big Lebowski actor Sam Elliott, who says what men "can" and "can't" do according to social stereotypes."
Isn't it odd to imagine big hairy men eating food expressed for infants?
C'mon "real men", lets show we no longer crap our nappies, and need to be "burped" by Nanny, We Are Weaned!
(see how many familiar faces you spot!)