Maxibon has one huge problem compared to the rest of the snacking category: it melts. So we needed to overcome this challenge, while at the same time, creating a solution that would be hugely sought after by our incredibly hard to engage target market of Aussie blokes. Enter… the Hangryman.

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.

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.