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 to instead a genuine snacking alternative for hungry guys – up against chips, chocolates and doughnuts. Maxibon needed a promotion that offered a solution and targeted both current fans and their friends. Our strategy was to make the promo something every bloke would want – a show off item everyone would envy.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

The Hangryman provided Maxibon with the solution to melting when away from the freezer, but at the same time, made men see the ice-cream in a new light: as a genuine snacking option. By taking something so well known for cooling as the Esky, and putting a Maxibon twist on to it, our idea immediately resonated with the target audience who had an all-new reason to love Maxibon. Add that to a campaign heavy with well-known Maxibon humour and it’s no wonder blokes couldn’t wait to strap one on.