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NESTLE MAXIBON is the manly ice cream sandwich you bite, not lick. Problem was, not enough men were biting. So to stop young Australian men from … Read More
NESTLE MAXIBON is the manly ice cream sandwich you bite, not lick. Problem was, not enough men were biting. 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. 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 *** Read Less
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MAXIBON Man-Chew 
Nestle Peters MAXIBON

NESTLE MAXIBON is the manly ice cream sandwich you bite, not lick. Problem was, not enough men were biting. 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.

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 ***
Television - 90-sec Informercial
Outdoor - Billboard
Outdoor - Busbak
Direct Mail - The Chew Toy
Website Screengrabs