Forecourt Trader - 30 years at the heart of the fuel retailing community

product news: Maltesers expands into buttons

John Wood ·

Mars Wrigley Confectionery has launched an advertising campaign for Maltesers Buttons – a new extension to the Maltesers brand.

The digital-only campaign, backed by a £1.3m media spend on channels such as YouTube, Facebook and Instagram, is intended to bring to life the playfulness of Maltesers to give consumers a new way to look on the light side.

The digital-only campaign is part of the brand’s strategy to help introduce a younger demographic of adults to the Maltesers brand, and consists of a series of six adverts and social GIFs showing people demonstrating their playful side with Maltesers Buttons.

Maltesers Buttons will have a higher ratio of Maltesers chocolate to malt than core Maltesers, to provide a more indulgent bite-size eating experience for consumers, while retaining the brand’s characteristic crunchy texture.

Rebecca Shepheard-Walwyn, brand director, Maltesers, commented: “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 and so we’ve decided to go with a digital-only campaign – the first such campaign for Maltesers.”

Want more stories like this in your inbox?

Sign up for our FREE email newsletter

Keywords:

  • Weekly
    Retail
  • Weekly
    wholesale
  • Daily
    Average
Weekly retail fuel prices: 15 October 2018
RegionDieselLPGSuper ULUL
East137.1471.90142.30132.11
East Midlands136.69142.73131.36
London136.9366.90143.19132.09
North East136.1967.90145.04130.96
North West136.57142.32130.88
Northern Ireland135.50139.57130.71
Scotland136.74140.36131.39
South East137.4657.70143.03132.35
South West136.76141.73131.99
Wales136.5779.90137.82131.35
West Midlands136.16141.67131.24
Yorkshire & Humber135.8963.90142.13130.81

Most read

Are you concerned about any potential negative impact of the 'mega' mergers between MFG and MRH; and Sainsbury's and Asda?

Calendar

See all events