Maxibon taps into Stranger Things finale to drive cultural relevance

Maxibon has launched a Stranger Things collaboration to coincide with the premiere of the show’s fifth and final season, leaning into one of Netflix’s biggest cultural moments to keep the brand front and centre with younger audiences.

Timed to drop the day after the first episodes went live, the campaign plays on the “Upside Down” theme with a creative reveal that twists Maxibon’s long-running “Born Different” brand platform.

Rather than pushing product features, the work uses suspense and visual cues from the Stranger Things universe to embed Maxibon inside the show’s fandom and social conversation.

Eileen Whitta, Maxibon marketing manager, said cultural relevance was a key focus for the brand. 

“It’s a real ‘pinch yourself’ moment to collaborate with the iconic Stranger Things for its final season,” Whitta said. 

“We know the Maxibon tribe are always excited to see a new ‘Bon hit the shelves, especially one that has both a new biccie end and a new choc end – which end will they eat first? 

The launch film introduces the collab through a freezer takeover by the Upside Down, tapping into fan anticipation around the show’s final chapters. The work runs across film, OOH, digital and social. 

Stranger Things 5 is being released in three volumes: four episodes on 27 November, three on Boxing Day and the finale on New Year’s Day in Australia, giving Maxibon several cultural touchpoints across the peak summer period. 

The new work was created by independent agency SICKDOGWOLFMAN. 

“We wanted to build on the suspense inherent in the show, and the release of the fifth and final season, and really pair it with the release of the new Stranger Things ‘Bon,” James Orr, creative director at SICKDOGWOLFMAN, added.

“It’s not every day you get to work on a collab with one of the biggest franchises in the world, and it was a huge effort from everyone at Peters Ice Cream and Limehouse. We’re really excited to finally see it out in the world.”