Nestle Peters MAXIBON
MAXIBON is a 2-in-1 ice cream sandwich containing a mixture of ice cream, biscuit, nuts and chocolate. It’s the perfect snack for hungry 18 – 25 guys. Problem was, a diet of sloppy unprocessed ‘girly’ food was rendering their teeth and jaws weak and ineffective.
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.
A fully integrated campaign, launched via a 90 second infomercial, Man-Chew was redeemable from a dedicated microsite. This was supported by outdoor, transit, point of sale, banner advertising, search and YouTube, all driving viewers to man-chew.com.au.
*** Winner, Cross-Platform Integration@ IAB AWARDS 2011 ***