Maxibon: Hangryman

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 we 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.