Objective

In the difficult to reach market of “blokes” aged 18-30, how do you get them to change their snacking habits from chips, chocolate bars and doughnuts? As Maxibon ice creams melt, we turned to the same thing our target audience uses to keep things cold – an esky /cooler box

Solution

We designed and produced the world’s smallest esky/cooler box – just large enough to take two Maxibons. We then made the cooler box the object of desire with a perfect social media campaign, encouraging the target market to take photos of themselves eating a Maxibon & post them on the Maxibon Facebook or Twitter pages.

Results

Hundreds bought Maxibon ice creams, increasing sales. Over 2,000 campaign photos were posted online, which also increased the online activity for the brand. Most importantly, Maxibon is now seen as a genuine snacking alternative.