Maxibon launches ‘Hangryman’ promotion with infomercial
Peters Ice Cream has unveiled a new campaign for its Maxibon which pastiches infomercials as it launches the ‘Hangryman’ portable esky.
Created by Leo Burnett Melbourne, the campaign introduces the idea of being hungry and angry at the same time, or hangry, and has introduced the portable esky, called the Hangryman, which straps to a man’s belt as a solution to the problem.
Head of marketing at Peters Ice Cream Emma-Jane Collins said: “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.”
Maxibon customers are invited to upload a photo of themselves “smashing a Maxibon” to the Hangryman website to receive their free esky.
Leo Burnett ECD Jason Williams said: “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.”
The two-month campaign will run online, outdoor, radio complemented with a point-of-sale execution.
Credits:
- 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
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Only 85 people were needed to make this? That’s hard to believe.
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Please tell me this is a ‘production’ brought to us by April Fool’s Day?
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When an agency is really proud of something they list everyone.
When they’re are not, they don’t.
And it looks like the number is 23 people, not 85.
Does that help you?
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Great. More cheap Australian advertising objectifying Australian women and reducing Australian men to ignorant, food-guzzling fools. How do you muck up an ICE CREAM ad that badly?!
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April fools??
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Great. Another cheap Australian ad objectifying Australian women and reducing Australian men to ignorant, food-guzzling fools. Seriously, how do you muck up an ad for ICE CREAM that badly?!
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I think you missed this in your April Fools roundup?
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Emma-Jane Collins, I salute you. This might be my all time favourite piece of marketing newspeak: “We love how the agency has built on the snacking occasion by delivering a solution for anytime, anywhere consumption of Maxibon.”
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Does anyone actually eat an ice cream when they’re hungry? If they want men to eat it they should name it something that doesn’t sound like a tampon.
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Oh dear
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WHAT A WASTE
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