Cannes Lions

ICE CREAM

PUBLICIS MOJO, Melbourne / NESTLE / 2011

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Overview

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Credits

OVERVIEW

Description

MAXIBON is an ice cream sandwich, a substantial snack for guys 18 – 25 with a brand proposition of "More Bite than Lick". However, the brand was under attack from Magnum who had gone to market with a 'me too' Magnum Sandwich product backed with a substantial campaign. The campaign aim was to restate MAXIBON's claim as the man's ice cream. The ice cream with grunt. To entertain the target through integration within their lifestyle; to let them have fun with us; and to leverage existing media properties. So, to stop young Australian men from becoming 'lickers', we developed the MAXIBON Man- Chew. The first-ever chew toy for men, specially designed to help them exercise their jaw and build up their bite and, ultimately, conquer MAXIBON. TV, OOH, POS and Digital media was used to drive awareness, trial & purchase.

Execution

We developed a 90 and 30 second Man-Chew Infomercial preaching the benefits of the Man Chew and informing the target that they could redeem one from the dedicated microsite with a MAXIBON product barcode. TV – the average Australian still spends 3.5 hours a day watching TV. TV was used to help drive the reach required for awareness and trial of MAXIBONOutdoor – Roadside poster campaign situated in and around petrol and convenience stores and route locations frequented by our target to remind.POS – to drive appetite appeal and purchase.Digital – Target are high consumers of content in general so the selection of context and position within this was very important:• Context:o Gaming networkso Video entertainment (TV, YouTube, music sites, sports)o Sports sites• Position:o Dominant page environmentso Large interruptive ad units.

Outcome

On day 1 the infomercial was 100% viewed more than 1.4 million times on YouTube.By day 3, the 4,800 Man-Chews were sold out.So we pulled out our reserve stash of 100 Man-Chews and asked people to tell us why they deserved one.Even with this more difficult mechanic, results have been outstanding.At April 18th, 2011, 1,563 people have told us why they deserve a Man-Chew.Posters have been disappearing from retail outlets and the word “Jawsome” is becoming part of the vernacular.In the first 3 weeks, MAXIBON sales increased 41% compared to same period in 2010^.

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