Not to waffle on, but Maxibon’s new launch is pretty sweet

Picture combining your morning breakfast with an ice-cream sandwich; sound like a step too far? Well, not for Maxibon. The brand’s latest launch combines these two together into one sugary, sweet, ice-cream waffle treat. Priding themselves on bigger flavors and bolder tastes, Maxibon is known for pushing the boundaries — with ‘Waffle On’ replacing the brand’s classic cookie ends for the first time ever.

With the age-old debate of which side to eat first, the launch of ‘Waffle On’ is set to kick off a new war: cookie or waffle? To see whether the waffle concept would be received warmly or frostily, we measured its potential using our 3Cs methodology:

• Captivate: Be emotive; stand out and grab attention.
• Connect: Be recognizable; synergize with expectations.
• Compel: Be motivating; drive behavioral change.

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Captivate

The concept’s main talking point was Maxibon’s departure from a cookie sandwich to waffle end — something which was received favorably, eliciting feelings of excitement and happiness. This unique twist on the brand’s classic ice-cream sandwich left people curious about how it’d taste — specifically the caramel flavoring and waffle texture.

Connect

Historically, Maxibon has positioned itself in quite a fun, edgy, and provocative way, with the new waffle ice-cream sandwich very much aligned with the type of thing people expect from the brand. While ‘Waffle On’s composition does represent a departure from the classic cookie-end Maxibon is best known for, the iconic split of a half chocolate half sandwich treat is still something that is unmistakably for the brand.

Compel

The waffle end offered something completely new and unlike what anyone else in the ice-cream sandwich space has offered before. And while it wasn’t widely considered a suitable breakfast option, ‘Waffle On’ was still perceived to be a tasty treat that could be enjoyed at pretty much any other time of the day. Two-thirds subsequently claimed it’d be an additional purchase to their current Maxibon repertoire.

What are the learnings for marketers?

Claims by Maxibon that this was targeted at breakfast consumption were most likely made in jest — people certainly didn’t consider ‘Waffle On’ appropriate for early morning meal occasions. However, it’s the quirkiness of the claim and positioning that matters most for a brand which aims to ‘challenge category norms’.

Being different is part of Maxibon’s identity, proudly proclaiming to not ‘adhere to the rules’ nor be your ‘average ice-cream’. The challenge for a brand that plays in this space is that any success can be easily mimicked by competitors — quickly eroding this point of difference with copycat offerings. To stay ahead requires an unrelenting focus on innovation — and more than just simple flavor additions. Maxibon has consistently risen to this challenge, as evidenced by provocative campaigns like Man Chew — which deliberately set out to alienate category (and brand!) buyers.

As the latest addition, ‘Waffle On’ crucially pushes the boundaries without pushing over the edge.