Maxibon: CASE STUDY: Hangryman

CASE STUDY: Maxibon is a big ice cream snack with a big problem – unlike other snacks it melts. So Leo Burnett Melbourne turned to the same thing blokes turn to to keep their stuff cold – the Esky. Then they went and shrunk it. Meet the Hangryman, a stupidly brilliant invention engineered to chill two Maxibon for 8 hours and attach to a man's waist so it's there when hangry strikes. An integrated B2B (Bloke2Bloke) marketing campaign saw hundreds snapped up in hours. Once strapped on tradies, footy players and truck drivers began taking a lot of selfies. The Hangryman was ingrained in blokes day-to-day lives and saw the brand become the first ice cream to defeat heat.