MALTESERS latest piece of NPD, Maltesers Buttons, is the subject of the brand’s first ever digital-only campaign.
The move comes as part of parent firm Mars Wrigley’s strategy to increase the brand’s traction with younger adults.
Malteser’s latest campaign consists of a series of six adverts and social media GIFs, with Mars Wrigley spending £1.3m across channels including YouTube, Facebook and Instagram.
The adverts are themed around the Maltesers tagline ‘looking on the light side’, with one advert showing employees impersonating their clock-watching boss and using Buttons to imitate his glasses, but not realising the boss himself is watching.
The campaign – created in conjunction with advertising agency AMV BBDO – features a range of diverse actors, a continuation of Maltesers’ commitment to represent the diversity of its consumers through its marketing.
Maltesers Buttons has a higher ratio of chocolate to malt than core Maltesers, which Mars Wrigley said will provide a more indulgent eating experience.
Rebecca Shepheard-Walwyn, brand director, Maltesers, said:
“Maltesers Buttons is a massive launch for us this year and these playful creatives are the perfect way to introduce the new additions to consumers.
“The buttons format is most popular among those aged 16-44 so we’ve decided to go with a digital-only campaign, and the first such campaign for Maltesers.”
