Maxibon launches new portable ‘Hangryman’ cooler in a promo via Leo Burnett, Melbourne
Maxibon is a serious snack made for serious hunger. But it’s got a serious problem. It melts. Not ideal when you’re having a crack at the rest of the snack category.
Maxibon has launched a new promotion for 2014 from Peters Ice Cream and Leo Burnett Melbourne, which aims to defeat this problem with the invention of the world’s first portable miniaturised cooler – called the Hangryman. Yet another thing for blokes to strap to themselves.
The Hangryman will see Aussie guys finally able to snack on Maxibon ice creams everywhere. The portable cooler chills two Maxibons and clips onto every kind of belt, from tool belts to black belts to seat belts, and is specifically designed to stop guys getting hangry (the worldwide term being used to describe hungry-angry people).
Says Emma-Jane Collins, head of marketing at Peters Ice Cream: “We love how the agency has built on the snacking occasion by delivering a solution for anytime, anywhere consumption of Maxibon.
“It would be great to see the Hangryman pop up at barbeques, sporting events and construction sites around the country, becoming a branded talking point amongst blokes. We see this idea being bigger than a run-of-the-mill promotion.”
As the Hangryman was invented for the everyman, two everyday men have been charged with launching it. In some B2B (bloke-2-bloke) marketing they’re wording up the rest of Australia’s menfolk.
Says Jason Williams, Leo Burnett ECD: “Maxibon the brand, is famous for rather unorthodox promotional products. We knew their fans would be asking, What will they release next?
“It’s a tough ask turning an ice cream into a genuine snacking brand. The Hangryman’s been devised to improve the consumer’s experience with the brand by having a very real and genuine purpose. It’s a tangible physical product that blokes can use and re-use.”
When the promotion ends, the Hangryman can live on, giving fans refill offers and other ongoing rewards at point-of-sale.
The two-month campaign will be rolled out through outdoor, online, radio and POS channels.
People can get their own Hangryman here.
Client: Peters Ice Cream (Maxibon)
Head of Marketing: Emma-Jane Collins
Marketing Manager: Marylyn Navarro
Brand Manager: Chris Martin
Agency: Leo Burnett Melbourne
Executive Creative Director: Jason Williams
Creative Director: Andrew Woodhead
Creative: Robert McDowell
Creative: Daniel Sparkes
Creative: Edward Heckes
Production Manager: John Trifonopoulos
Digital Art Director: Tim Shelley
Digital Designer: Matt Peters
Developer: Adam Brock
Social: Chris Steele
Producer: Cinnamon Darvall
Digital Producer: Steph Lee
Account Director: Lauralee Cuzner
Account Executive: Suzi Williamson
Production company: Exit
Director: Brett Ludeman
Producer: Jeremy Flynn
Post Production: Pixel Kitchen
Editor: Marty Gilchrist
Product Development: Flourish Promotion, Jacoba Dalziel
Image and Retouching: Lightfarm Studios
Sound production: Gusto Music
33 Comments
Free Esky? Yep done.
Maxiboobs?
Not sure if April Fools trick or real… but I hope Maxibon do do this.
Ha ha. Idiots.
patronising, and adsy.
Nice. Promo with a purpose.
I like this one better than the doll one.
Very very funny stuff.
Feels very Jim and Couz, like what beer ads used to be when they weren’t shit and wallpapery. Good job.
Very very funny stuff.
I want one.
This is so contrived and not the least bit funny. So try hard and a bit sad really.
That is so lame. And who in their right mind is going to use it??? It’s not even mildly amusing.
Sorry dudes but that’s just nasty.
And I laughed for the whole 3 minutes plus. That’s a hard task. Good one.
My name says it all. Will be loved by tradies, I’m sure.
like or hate the video, the product is smart. Guys will want it. And will use it. And not just for Maxibon. I repeat. Smart.
Man chew was funny and a great product demonstration. Doll was funny and a prize/gimmick any man with an ego (all of us) would want. But this misses the mark. Goes on way too long, is self indulgent and the worst part is it is cringingly unfunny. I award you zero points. I think we are all a little dumber from watching this and may God have mercy on your souls. X
Glad this wasn’t an april fools gag. It’s too good.
Reckon this is a Maxibon promo with all the right ingredients. Could do well at the shows.
It’s only ice cream. Good fun, well done guys!
Tradies wearing man bags. Awesome.
Agree tradies will love it.
Man chew. Maxi bloke. Hangryman.
Which one will actually resonate with blokes (especially those on worksites)?
Jawsome was all about blokiness, and the doll thing started to go off that for me. Glad they went back into the man space. Plus, you know, boobs.
My husband is a tradie and I can tell you he needs a lunchbox bigger than that to fit his lunch in. I mean we are talking about a lunch box here aren’t we? Because no actual person is going to transport Maxibons in that thing. Maybe in the client’s deluded little fantasy but not in the real world. The only reason this might succeed (although I doubt it will) is because of the easy entry mechanic and the fact the esky is FREE not because it’s funny or entertaining, which it’s not. In fact my tradie thinks this is just plain dumb. But then again, maybe he’s not the boob ogling oaf that Maxibon would have you believe.
I was going to say I enjoyed watching that video, but reading your comment made me LOVE the video. It goes to show how far away from the target market YOU are, and that you’re looking at it practically rather than as a laugh shows you’ve missed the point of what they were going for. Grats on not understanding adevertising.
With that said – video was a bit long, but i’ve smashed hunger and got a Maxibon last night so good work people.
It’s clearly a blokes joke you tools. Very funny!
No dear, they won’t transport their lunch in it. They’ll transport a beer in it.
What about midget tradies? Why are you so bias to them?
Right humour for the market. But more importantly the product is a corker…if you can buy it even better. Blokes wearing your brand (and most possibly eating your brand). Even if it’s a couple of times with their mates. Job done.
mini esky. genius idea for absolutely any cold product out there.
Awesome work. Blokes will fall in love with this brand.