A chew toy for blokes to help them tackle the mega MAXIBON ice-cream sandwich.

NESTLÉ MAXIBON is the manly ice cream sandwich you bite, not lick. Problem was, not enough men were biting. So to stop young Australian men from becoming ‘lickers’, we developed the MAXIBON Man-Chew. The first-ever chew toy for men, specially designed to help them exercise their jaw, build up their bite and, ultimately, conquer MAXIBON.

A fully integrated campaign, launched via a 90 second infomercial, Man-Chew was redeemable from a dedicated microsite. This was supported by OOH, transit, point of sale, banner advertising, search and YouTube, all driving viewers to man-chew.com.au.