Maxibon Man-Chew
Turning lickers into biters with the first-ever chew toy for humans.
Maxibon is the full-on ice cream sandwich you bite, not lick. Problem was, Aussie blokes weren’t biting. Their diet of salads, soups and lattes were turning their jaws into mush. So we created the Maxibon Man-Chew – the first-ever chew toy for men. It was available to order at a dedicated microsite and had its own infomercial. On day 1, the infomercial was viewed 1.4 million times on YouTube. By day 3, the Man-Chew had sold out. Maxibon sales jumped by 41% and the word 'Jawsome' became part of the vernacular.
Awards
Winner – IAB (Best Cross Platform Integration)
Silver – MADC (Direct Response Advertising)
Bronze– MADC (Viral Ad)
Bronze – AWARD (Digital Direct Response Campaign)
Bronze – AWARD (Direct Marketing Integrated Solutions)
The Maxibon Man-Chew
The Man-Chew Infomercial
Outdoor
Website
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