The Brief

Maxibon is a big ice cream for a big hunger, loved by Australian blokes. Our client wanted to change the perception of the brand from being just another ice cream option to being seen instead as a genuine snacking alternative for hungry guys – up against chips, chocolates and doughnuts.

Creative Execution

The Hangryman provided Maxibon with a solution to a melting mess on the go, and at the same time, made men see the ice-cream in a new light: as a genuine snacking option. By taking something well known for cooling, and putting a Maxibon twist on it, our target market was immediately able to relate to the idea. Add that to a humour-heavy campaign as well as ongoing 2-for-1 Maxibon vouchers and Aussie blokes couldn’t wait to strap on their very own Hangryman.

Describe the creative solution to the brief/objective.

The problem was that ice cream melts. So our idea was to turn the brand’s weakness into an asset by harnessing (literally) something our Australian male target market already loved: the Esky. Only we shrunk it down to the size of two Maxibons and renamed it ‘The Hangryman’. Our strategy was to make the Hangryman an object of desire amongst blokes, spiking online engagement for the brand, increasing the social fan base, and creating something that provided an ongoing connection with the brand.

Results

Within hours of launching the Hangryman, hundreds had been ordered through the online shopping channel, with over 55,000 unique visitors during the campaign. Guys started strapping on the Hangryman, acting as very hairy promo ‘girls’ for Maxibon. It became an icon that resinated with all tradies, truckies, footy players and blokes, who took a lot of selfies with it – over 2,000 user photos and counting. Most importantly of all, the Hangryman helped guys see Maxibon as a genuine snacking option on the go, and created a permanent reminder of the brand right there by their sides.