News

Maxibon parodies police raids in 18th birthday campaign

Peters’ ice-cream brand Maxibon has launched a campaign introducing the ‘Bonforce’, a squad dedicated to enforcing ‘Maxi’ bonding.

Created by digital communications agency Deepend, the campaign launches today with a 20-second social video which shows the Bonforce reprimanding a boy who is not eating Maxibons with his friends on his birthday.

Two more social videos are set to roll out over the coming months.

Hien Pham, head of social at Deepend, said in a statement: “Looking at our audience and their consumption habits across products and media, we identified a couple of fundamental points we could anchor our approach in – one being that ridiculous is the new funny, and the other being that late night snacking is on the rise for Maxibon’s core consumers – young males, aged 18-24.

“This snacking moment presented an opportune occasion for Maxibon to intercept and celebrate, but we wanted to do this in a way that would connect with loyal fans. Over its 18 years, Maxibon has established a cult-like following, and we believe the Bonforce provides a strategic platform for the brand to further own male bonding and create ‘Maxi’ bonding moments for our audience.”

Deepend’s creative director, Andrew Isaac, said the creative aims to draw contrast between the main character Billy and the extreme police parodies.

“Billy must overcome his failings of turning down a midnight ‘Bon smash on his 18th birthday, and with the intervention of the Bonforce ensure his mates don’t make the same mistake. It’s going to be a wild ride.”

Alicia Munday, head of marketing at Peters Ice Cream, added: “Maxibon’s 18th birthday is the perfect time for mates to come together and smash a ‘Bon. The Bonforce creates an entertaining, engaging platform from which we can celebrate Maxibon’s milestone with our ice cream lovers and provide them with some fun as a thank you for being so loyal.”

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing