What would happen if a person turned into a cookie? Maybe he would leave crumbs everywhere, he should be careful that the birds don’t peck him and stay away from that roommate who wants to bite him. This fun alternative universe is what Maxibon has imagined to promote its Choc Chic Cookie Bon ice cream in the Australian market.
The brand, marketed by the Peters Ice Cream group in Australia, has launched a campaign that brings to life the product itself, which has a cookie-flavored filling with pieces of chocolate, wrapped in turn by two cookies with chocolate chips at one end and a chocolate coating with cookies at the other.
To this end, he has created audiovisual pieces, designed by the Sickdogwolfman agency, in which he presents a young man who, upon taking his first bite of the brand’s new ice cream, transforms into a cookie before his friend’s eyes. The young man panics and shouts “I’m a cookie!” before the roommate runs to help him, but is distracted by his delicious appearance and tries to eat him.
The pieces have been directed by Matt Devine through the production company Revolver, and have had the collaboration of Sharp FX in the creation of a complete prosthetic suit with the look and texture of the cookie. Betting on surreal humor, the spots that make up the campaign normalize the transformation of the protagonist, integrating the cookie into everyday life.
“Cookies are experiencing a very special cultural moment and we wanted to make the most of it. The Choc Chip Cookie’ is exactly what it sounds like: a complete cookie experience in true Maxibon style“commented Eileen Whitta, Marketing Director of Maxibon at Peters Ice Cream, according to Little Black Book. “And speaking of ‘Maxibon style’, there’s nothing more Maxibon than turning someone into a giant cookie”.
In addition to the ads, the campaign includes a series of content for social networks, which can be seen on TikTok and Meta and which imagine the daily difficulties of living like a cookie. From arguments with the roommate over crumbs, to dances for TikTok.
“This is transformative brand content that completely changes the conversation, in the sense that we turn a guy into a giant cookie whose conversations now revolve around bird attacks every time he goes outside“; commented Jess Wheeler, Creative Director at Sickdogwolfman. “‘Choc Chic Cookie Bon’ is going to be an instant hit, and this was a hilarious way to bring it to life”.
