Maxibon Brought Back Barney Banana in New Campaign
Maxibon has launched a national marketing campaign in Australia featuring the return of the iconic Barney Banana character.
Updated on Oct. 13, 2026 in Advertising
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Maxibon has released a new banana-flavoured ice cream bar alongside a major advertising push. The campaign centres on the return of the classic Barney Banana character to capture consumer nostalgia across the Australian market.
Why it matters
By leveraging a familiar character from the past, Maxibon aims to tap into deep-seated consumer nostalgia. The campaign reflects a strategic effort to drive engagement through sentimentality while promoting the new banana-flavoured product line.
The campaign is reaching an estimated 30,000 advertising industry experts across the country. It is currently unknown how many units of the new banana-flavoured ice cream bar the company intends to produce for the national launch.
The players
Maxibon
Maxibon is an ice cream brand known for its distinctive sandwich-style bars and long-running presence in the Australian market.
Barney Banana
Barney Banana is a nostalgic character reintroduced by Maxibon to anchor its latest promotional efforts.
SICKDOGWOLFMAN
SICKDOGWOLFMAN is a creative agency responsible for producing the latest multimedia marketing campaign.
Haven't You Done Well
Haven't You Done Well is a production company that partnered with the creative agency to execute the campaign.
The details
The marketing push includes 2D-animated executions of Barney Banana and bespoke edits tailored for Meta and TikTok platforms. Created by agency SICKDOGWOLFMAN in partnership with production company Haven't You Done Well, the campaign spans television, out-of-home, digital, and social media channels.
Timeline
The campaign was announced on 13 October 2026.
Market Landscape
This campaign follows the established pattern of using legacy brand assets to drive renewed interest in the Australian consumer packaged goods sector. By reviving Barney Banana, Maxibon positions itself to capitalise on retro trends that continue to influence current retail strategy.
Customers can expect to see the new banana-flavoured ice cream bar appearing across various retail channels nationwide. The extensive social media presence means the campaign is likely to feature prominently in feeds across TikTok and Meta for the foreseeable future.
The takeaway
Nostalgia remains a powerful tool for brands looking to reconnect with an audience that values heritage products. Shoppers seeking a taste of the past can now find the updated product line available as part of this national rollout.
Further reading
For more on industry shifts, visit the Advertising section.
Live Poll
Would you be more likely to buy a brand that brings back a nostalgic mascot?
