Taking on the ice cream titans with a knock out campaign
Maxibon ice cream sandwiches had slipped under the UK’s radar, even amongst its male target audience. The ice cream for blokes needed a campaign that got guys’ attention and made the product the hero. Oh, and it also had to shout louder than other more established brands with much bigger marketing budgets.
Bite it. Don’t lick it! The Bite Gym and our fighter of campaign was ready for action. The whole idea was to give all those ‘Lickers’ out there a much-needed session on how to get stuck into a Maxibon – the blokey ice cream – like a real man.
This cool customer became one hot topic, with brand awareness rising by 10% in the first year and 20% over the course of the campaign. Gone were the days of Maxi-who? The Bite Gym pumped up prompted awareness from 3% to 17%.