Nestlé is nudging ice cream nearer to "meals on the move" as it puts £4m of marketing muscle into a macho campaign for man size ice cream Maxibon this month. TV ads target 16 to 24 year olds, asking: "Have you bitten off more than you can chew?" They feature either awkward situations, such as buying condoms, or show shoppers trying to eat a Maxibon as quickly as possible. This is backed by the Maxibon Challenge sampling roadshow which aims to find the fastest Maxibon eater in the UK. The ads run from May 8 to 28, with further bursts in June and July. {{P&P }}