La nuova campagna Maxibon 2023 “Non è come sembra” - IAKI
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Case History

La nuova campagna Maxibon 2023 “Non è come sembra”

Case History precedente
Case History successiva
Case History

La nuova campagna Maxibon 2023 “Non è come sembra”

Case History precedente
Case History successiva
Settore
alimentare
Area
Social
In Sintesi
Per il quarto anno consecutivo, Maxibon sceglie IAKI e Cimiciurri per il lancio della nuova campagna 2023 omnichannel e multigenerazionale “Non è come sembra” che vede protagonista il nuovo Maxibon Bisco-cono, il primo cono Maxibon, e unico sul mercato, di croccante biscotto

Maxibon, marchio di Froneri e parte del gruppo Nestlé, è un brand storico che da oltre 30 anni è sinonimo di irriverenza e unicità, sempre attento ai trend del momento e in grado di stupire sia nella comunicazione che nel gusto. Seguendo questi ideali, IAKI e Cimiciurri realizzano una campagna in grado di comunicare le nuove referenze - Maxibon cono di croccante biscotto, chiamato anche “Bisco-cono” e Maxibon Choco Brownie - in modo creativo e scherzoso, interpretando al meglio i valori del Brand, primo tra tutti l’irriverenza. 

Una strategia di rottura

Maxibon, per la prima volta, comunica un elemento di rottura come il cono, storicamente distante dall’identità del marchio, senza snaturare l’autenticità del suo tono di voce.
La strategia delineata da IAKI e Cimiciurri copre l’amplificazione delle nuove referenze ed è in grado di dialogare con i target di riferimento, tra cui la Generazione Z, i Millennial e la Generazione X, attraverso diversi canali social come Instagram e TikTok.

Non è come sembra e per questo ci piace

Il concept creativo sottolinea lo spirito irriverente del brand, tra “rottura” con il passato e piacere delle tradizione.
Il claim della campagna “Non è come sembra” racconta la particolarità del nuovo prodotto, distonico rispetto all’essenza del brand: ora il cono è di croccante biscotto e non più una semplice cialda. Il gusto inconfondibile richiama quello di un biscotto cookie, trasformandolo non solo in un supporto per il gelato, ma in un'aggiunta speciale per un'esplosione di gusto. E proprio come il cono-biscotto, ognuno di noi nasconde un lato di sé all’apparenza inimmaginabile.

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//www.iaki.it/wp-content/uploads/2023/07/Tommaso-Cassissa-IGS-coni.mp4

Irriverenza e ironia in pieno stile Maxibon

Per rappresentare al meglio il tono sorprendente del brand, il lancio della campagna vede coinvolti alcuni influencer ai quali viene inviata una speciale gift box: quella che sembra all’apparenza una confezione di biscotti, è in realtà una confezione di biscotti brandizzata con il claim presente sul packaging del nuovo prodotto Maxibon, ma non ne svela il contenuto: i Maxibon Bisco-Coni. Successivamente, gli influencer selezionati sono chiamati a raccontare, attraverso una breve scenetta, un aspetto completamente diverso e inaspettato della propria personalità che, appunto, "non è come sembra". Lo stesso approccio ironico viene adottato per il Choco Brownie, appartenente alla famiglia The Specials, la cui box si presenta come quella di una vera e propria torta brownie e svela il gelato Maxibon con effetto sorpresa.

//www.iaki.it/wp-content/uploads/2023/07/Snaptik.app_7242308426401959194.mp4

Una partnership tutta da condividere: 2 players is megl che 1

Esistono esperienze che, quando condivise, diventano ancora più divertenti.
Che sia un Maxibon, una partita con PlayStation 5 o entrambe le cose, in compagnia c’è più gusto.
Maxibon e Playstation celebrano insieme la condivisione di due passioni storiche, amate da diverse generazioni di pubblico. Chi non ha mai apprezzato un buon gelato durante una partita con la PlayStation 5?
Nasce così il concept ideato da Cimiciurri: “2 players is megl che 1”, ispirato allo storico claim Maxibon e rivitalizzato dalla contaminazione con il concetto di player, elemento cardine del gaming.

Una meccanica vincente

Quando due lovebrand si uniscono, accadono grandi cose. Per questa straordinaria occasione viene prodotto un nuovo pack Maxibon Classic da 8 gelati, in distribuzione per tutta la durata della partnership. Con l’acquisto del pack, è possibile partecipare al concorso e all’estrazione di imperdibili premi in palio. Come Maxibon, anche Playstation desidera promuovere i momenti di condivisione e creare awareness sull’importanza della cooperazione tra giocatori. La comunicazione della partnership è affidata al talent Fabio Palati, in arte Faffapix, scelto come ambassador dell’attivazione, mentre altri gamer si occuperanno di amplificare l’attivazione tramite contenuti Instagram e live su Twitch.

//www.iaki.it/wp-content/uploads/2023/07/Snaptik.app_7251938611799575834.mp4

Canali del progetto

Tag
alimentarecontent creatorcontent marketinginfluencer marketingMaxibonsocial media marketing

Case History Correlate

Nuii consolida il suo canale TikTok europeo

Nuii sceglie IAKI e Cimiciurri per lanciare il suo primo canale TikTok Global e si rivolge a tutto il mercato europeo con contenuti prodotti sia dall’agenzia che da creator internazionali

Case History correlate

Maxibon ti porta in paradiso con il nuovo Coconut Paradise

Maxibon presenta Coconut Paradise, un'esperienza che combina gelato al cocco con scagliette di cocco croccante per offrire ai consumatori un viaggio paradisiaco.

Case History correlate

Nuii inizia l’avventura estiva

Nuii seleziona IAKI e Cimiciurri per realizzare una campagna omnicanale destinata al mercato italiano in cui mette alla prova i suoi talent partner chiedendo loro di assaggiare le nuove referenze Nuii e legarle a un’esperienza estiva autentica e genuina

Case History correlate
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