Peters Ice Cream encourages 'Maxibonding' between mates in new Maxibon work via Deepend

Maxibon (1).jpgIndependent digital agency Deepend and Peters Ice Cream have launched a cross-channel campaign for Maxibon, including a bespoke app to encourage 'Maxibonding' between mates.

In a three-pronged approach, the full campaign consists of nation-wide outdoor creative, unique digital assets including a tailored Snapchat lens, and a bespoke app. The campaign is underpinned by a carefully targeted social media strategy that will roll out until early April.

VIEW THE VIDEO CONTENT
GET THE APP ON ITUNES
GET THE APP ON GOOGLE PLAY
Luke Wallis, Content Director at Deepend, said the campaign targets the brand's core demographic of 18-24 year old fun-loving Aussie blokes who enjoy shared snacking experiences. The "Never Smash Alone" campaign demonstrates how the SNACKR app brings two mates together. Their love of sharing a Maxibon transports them through a series of Maxibonding moments, parodying some of the most infamous rom com scenes.

Says Wallis: "Maxibon has been in market for 17 years and top five in its category. We wanted to make sure this work did it justice by taking the experience of shared snacking a step beyond basic ATL advertising. Building on the brand's iconic 'smash a Bon' slogan, the new app, SNACKR, matches Facebook friends to help ensure consumers will 'never smash alone'."

Alicia Munday, head of marketing of Peters Ice Cream, said the company is thrilled with the outcome of this campaign, which comes as part of a longstanding partnership with Deepend: "Maxibon has long been recognised as a catalyst for bringing mates together. This creative not only resonates well with our core fans, the clever app design takes customer participation to a new level by actively driving fans together, and enabling easier purchase by highlighting the nearest outlet offering the best Maxibon 2-for-1 deal and turning users into legends."

10 Comments

BW said:

I like it.

Peters, what have you done said:

If nothing else this illustrates the difference between content and advertising.

I watched this on some platform media and thought who on God's Earth had produced this low brow, low rent, low production value abomination.

If as a business we talk about brand equity and building it, this is like a wrecking ball that has laid waste to any shred of good work done before.

The question then has to be why PR it?

Sorry? said:

I've seen this spammed on Facebook all week and I was so fucking confused about what it was.

Deepshit said:

this is absolutely garbage.

HJ said:

It felt a bit all over the place. Did not seem to have a clear idea.

Oops said:

Massive copyright infringement. Get ready for lawsuits!

Oops indeed said:


Putting aside the woeful execution, how did this ever pass through legal?

In this country, copyright law - specifically fair dealing - allows parody and satire if it's artistic use. This is commercial use for commercial gain.

I'd say someone has f**ked up here. Although I'm happy to be proven wrong.

Inyourendo said:

Do you guys not know what "Smash" means?

Spin said:

Stop trying to make 'Bon happen. It's not gonna happen.

Stinkr said:

I don't know which turd is smellier: the digital-for-digital-sake app that no one will ever use, or that last paragraph of absolute agency wank.

Leave a comment