Maxibon Launches Cookie-Suit Campaign to Drive Choc Chip Bon Sales
Maxibon's prosthetic cookie character campaign outperforms traditional creative in APAC. Absurdist humor formats are driving 60% higher engagement across Asia Pacific brands.
Maxibon has launched a new campaign in Australia for its Choc Chip Cookie Bon product, featuring a performer dressed in a full prosthetic cookie suit who pleads "Don't eat me!" as friends give in to hunger. The campaign was created by agency SICKDOGWOLFMAN and directed by Matt Devine of production company Revolver.
A Prosthetic Suit Built to Go Viral
The campaign's central asset is a custom-built cookie suit engineered by Sharp FX. The suit replicates cookie texture, chocolate chips, and realistic cracks, with fully articulated arms, legs, and a head. It was designed with enough mobility to perform a TikTok dance.
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Post-production was handled by Glue Society Studios. The campaign runs across four channels: broadcast video on demand, online video, social media (TikTok and Meta), and out-of-home advertising.
Creative Director Jess Wheeler of SICKDOGWOLFMAN described the work as "a transformational piece of branded content that completely changes the conversation. The Choc Chip Cookie Bon is going to be an instant hit, and this was a seriously fun way to bring it to life by 'going full cookie.'"
Cultural Timing as Strategic Rationale
Maxibon Marketing Manager Eileen Whitta framed the campaign as a deliberate response to a broader food trend. "Cookies are having a real cultural moment and we wanted to lean all the way in," she said. "There's nothing more Maxibon than turning someone into a full-blown cookie."
The campaign follows a March 2025 Maxibon effort by the same agency, which used a bakery-freezer theme to launch Vanilla Slice and Hedgehog Slice variants. The two campaigns establish a consistent creative approach pairing baked goods with ice cream as a brand platform.
The cookie-person's narrative extends beyond the hero film into ongoing social content, with Wheeler citing "cookie-life struggles" such as being attacked by birds as material for serialized TikTok and Meta skits.
APAC Context: Absurdist Formats Outperform Traditional Creative
The campaign arrives as absurdist and humor-forward content formats are outperforming traditional advertising across Asia Pacific. In 2025, brands including Shopee PH, Ikea Singapore, and Mixue recorded 60% higher engagement from absurdist and "brainrot" humor formats compared to conventional content.
Mascot-driven campaigns have produced measurable results in the region. Jollibee's mascot "Lalala" dance achieved 1.2 million TikTok likes. KFC Thailand's surreal AI-generated "Chizzalulu" creature, created to relaunch its Chizza product, generated significant social sharing through a similar food-as-character premise. Mixue's snowman mascot achieved viral spread across Southeast Asia through mall activations and short-form video content.
A 2025 study on dark humor in social media marketing analyzing brands including Mint Mobile, Doritos, and Dr. Squatch found that dark humor drives higher engagement on visual platforms even when sentiment scores are neutral or negative.
No Asia Rollout Confirmed
No Asia-specific rollout of the Choc Chip Cookie Bon campaign has been announced. The campaign's humor relies on absurdist panic and mild cannibalistic tension, a comedic register that does not map uniformly across Asian markets, where 2025 creative successes were more often attributed to local cultural fluency than provocation.
The full campaign is currently running in Australia.
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