Maxibon has teamed up with Netflix’s hit series Stranger Things to launch its ‘Bon just got stranger’ campaign.
Which way up is a Maxibon? Or down? Is the biscuit the top? Or is it the bottom?
With the premiere of the final season of Stranger Things, fans will be able to theorise about ‘the upside-down’ while tucking into a limited-edition white choc-flavoured slab loaded with cookie crumbs and a red-choc dip.
The campaign, created by SICKDOGWOLFMAN, leverages the Maxibon ‘Born Different’ brand platform to deliver an unexpected and stranger collaboration reveal that resonates with fans of Stranger Things.
The film centres on a freezer that has been taken over by the Upside Down, revealing the Maxibon Stranger Things Bon inside and creating moments for consumers to ‘maxi-bond’.
“With Maxibon we always endeavour to be a culturally relevant brand, so it’s a real ‘pinch yourself’ moment to collaborate with the iconic Stranger Things for its final season,” said Maxibon marketing manager Eileen Whitta.
“We know the Maxibon tribe are always excited to see a new ‘Bon hit the shelves, especially one that has both a new biccie end and a new choc end – which end will they eat first?
The integrated campaign features film, OOH, digital, and social executions made in collaboration with Limehouse, who crafted a Maxibon-sized piece of the Stranger Things universe with the team at SICKDOGWOLFMAN.
“We wanted to build on the suspense inherent in the show, and the release of the fifth and final season, and really pair it with the release of the new Stranger Things ‘Bon,” said SICKDOGWOLFMAN creative director James Orr.
“It’s not every day you get to work on a collab with one of the biggest franchises in the world, and it was a huge effort from everyone at Peters Ice Cream and Limehouse. We’re really excited to finally see it out in the world.”
Stranger Things 5 will debut in three volumes on Netflix from November 27.
Credits:
Agency: SICKDOGWOLFMAN
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Eileen Whitta
Brand Manager: Isabelle Quayle
Production: Limehouse
Head of CGI & VFX: Chris Andrews:
Creative Director / Stills Retouch / Grade: James Lucas
Senior CGI Artist: Rhys White
MD / EP: Duncan Harriss
Senior Integrated Producer: Ashlee Savins
Flame Artist: Andy McKenna
Sound Design: Felix Orlando
VO Record: Abe’s Audio
Concept Artist: Chris Sanchez
VFX Producer: Dave Kelly