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.”