Setting up a Brand Platform for Maxibon was no easy feat. Their 'Tribe' were Bon-fanatic, 18-30 year olds who vehemently made it their mission to tear apart anything that resembled an ad - or felt like a 'sell'. So how do
you tap into a bunch of blokes and sheilas who worship their creams, and have a vendetta against the status quo?
We took a chance, made mistakes, and got messy to embrace the fact that our Maxibon 'Tribe' are simply
Born Different. We embraced celebrating the notion of choosing to be different. Making it our mantra to zag when everyone’s zigs. To do the opposite, be the one’s that stand out and laugh when we probably shouldn't.
To kick off our brand spanking new platform, we kicked off with a new campaign for the launch of a brekkie inspired bon for those that embrace the snooze. Because for those who are born different - breakfast really is just
a mindset.
