MOST would know him as mild-mannered Mandurah Mail reporter Andrew King.
But a few would also recall his transformation into superhero Jaffaman, created as part of a national advertising competition held more than four years ago.
The campaign saw three competitors from across Australia duke it out to promote a new Supa Shake milk drink flavour.
While Mr King did not win the competition it hasn’t stopped the manufacturer, Fonterra, from making the drink anyway and has since been released the it as a limited edition Supa Shake flavour.
Back in 2009, Mr King found the campaign online after the previously-named Brownes milk company asked applicants how they would market a new product.
With follow-up interviews and an extensive audition process, Mr King flew to Melbourne with the other selected two contestants to meet business executives and discuss their marketing campaigns.
Choosing to create the superhero Jaffaman, Mr King travelled to the Gold Coast, Sydney, Melbourne and Canberra to spread the word of Jaffa and prevent an evil super villain Darth Soda from destroying the world.
Ironically, Jaffaman’s nemesis was portrayed by Mr King’s twin brother, Jonathan.
With a $100,000 marketing budget Mr King was up against Cookies and Cream and Rocky Road campaigns that took on different tactics to his superhero creation.
Mr King said Jaffaman got his super powers, which were “womanising, good map skills and the illusion of strength”, from drinking an orange and chocolate milk concoction.
Under the impression that the flavour was dead and buried after being beaten by Cookies and Cream, Mr King only found out the drink had been produced after a friend informed him via text message.
He joked that since then Jaffaman has put on a few kilos, grown a beard and only come out at superhero fancy dress parties and for “women with superhero fetishes”.
“With Jaffa flavour now released Jaffaman can finally say his mission was a success,” Mr King said.
