Direct > Product & Service

MAXIBON MAN-CHEW

PUBLICIS MOJO, Melbourne / NESTLE / 2011

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Overview

Credits

OVERVIEW

BriefWithProjectedOutcomes

We developed the Man-Chew, the first ever chew toy for men specially designed to help them exercise their jaw and build up their bite to conquer MAXIBON.A 90 and 30 second Infomercial introduced the Man-Chew and drove the target to a dedicated microsite where the Man-Chew was redeemable with a MAXIBON product barcode. Television drove awareness.Posters situated in and around P&C stores and route locations were used to remind the target on their path to purchase.POS drove appetite appeal and purchase.Digital was used in unexpected ways to surprise and interrupt and also to create awareness.

ClientBriefOrObjective

MAXIBON, a substantial ice cream snack for guys 18 – 25 with a brand proposition of “More Bite than Lick” was under attack from Magnum who had gone to market with a ‘me too’ Magnum Sandwich product backed with a substantial campaign.The strategy was:• To restate MAXIBON’s claim as the ice cream with grunt in an amusing way to build brand affinity with our male target.• To be visible at key snacking occasions and venues: POS, sporting venues and transit to help drive purchase.

Effectiveness

On day 1 the infomercial was 100% viewed more than 1.4 million times on YouTube.By day 3, the 4,800 Man-Chews were sold out.So we pulled out our reserve stash of 100 Man-Chews and asked people to tell us why they deserved one.Even with this more difficult mechanic, results have been outstanding.At April 18th, 2011, 1,563 people have told us why they deserve a Man-Chew.Posters have been disappearing from retail outlets and the word “Jawsome” is becoming part of the vernacular.In the first 3 weeks, MAXIBON sales increased 41% compared to same period in 2010^.

Relevancy

A MAXIBON is a substantial ice cream snack. It’s a man-sized eat that’s a combination of ice cream, biscuit, nuts and chocolate coating. The brand’s tag line “For biters not lickers” supports both its size and attitude to life. Therefore, to develop a device that strengthens your jaw so that you can be a ‘biter’ not a ‘licker’ and tackle a treat the size of a MAXIBON is intrinsically linked to the product. The use of an infomercial allowed a hyperbolised product demonstration of the unique qualities of a MAXIBON.

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