Maxibon, a new product innovation from Nestle Ice cream that gives the

maximum refreshing hunger-fill, has launched in Egypt this Ramadan 2012.

Launching the over-sized product & targeting it towards teens who are hungry

for life & are willing to do anything to prove that they're old enough was definitely

a challenge. Hence, we positioned the Maxibon eaters as those who can bite the

maximum out of fun and played on the Bite by the magnifying its role in the

drama.

We tackled different situations where our Maxibon heroes are faced with an obstacle that hinders their fun time and hence they need to overcome it to achieve the maximum fun. Given that Maxibon is an ice cream that you cannot lick but only bite,as well as the brand positioning being“for those who can bite the maximum out of fun” we have played on Maxibon’s “Big Bite” and magnified its role in the drama.In one copy,we showcased a new trend of music "electro shaa’by" a new type of cult music that has become popular among teens yet not tolerated by their parents

In 10 days 54% of the targeted Maxibon sales for 2 months(18.5Mio)were achieved.Nestle IC sales increased by 16% versus same period last year

Campaign became pop culture and drove massive amounts of interaction:

TVCs circulated on facebook,shared 7,456 times

TVCs received 1,000,000 views on youtube during 1st week of launch

Fans tweeted about their MaxibonBite addiction (4,025 tweets)

Maxbon’s Bite picked up by the media, newspapers highlighted Maxibon’s campaign as one of the best Ramadan campaigns

Maxibon pages on facebook developed by fans,11 pages

Consumer generated spoofs, using political & famous figures, circulated on facebook (123 comics created,shared 7,653 times)