Maltesers Buttons' First Digital-First Campaign is a Playful Look into The Light Side of Life
Today, Mars Wrigley Confectionery launches a new 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 like YouTube, Facebook and Instagram, will 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.
The campaign consists of a series of six adverts and social GIFs showing people demonstrating their playful side with Maltesers Buttons. In one advert, employees impersonate their clock-watching boss, using Buttons to imitate his glasses – not realising the boss himself is watching! Just like their rounder counterparts, of course, Maltesers Buttons help everyone to look on the light side of any situation.
Maltesers Buttons will have a higher ratio of Maltesers signature chocolate to malt than core Maltesers. This will provide a more indulgent bitesize eating experience for consumers, while still retaining the brand’s characteristics of being deliciously crunchy. Maltesers Buttons taps into two great confectionery traditions in Britain – the Maltesers brand, first manufactured in the UK in 1937, and the buttons format, which has enjoyed enduring popularity among British consumers for decades.
By combining these two powerhouses, Maltesers Buttons will drive growth to the category. 2018 is set to be the year of Maltesers, with Maltesers Truffles also hitting shelves supported by an advertising campaign to be launched in the autumn.
The campaign was created in conjunction with AMV BBDO and features a range of diverse actors as a continuation of Maltesers commitment to represent the diversity of its consumers through its marketing. Following its award-winning entry for the Channel 4 Superhumans Wanted competition in 2016, the Maltesers brand has become synonymous with supporting diversity and inclusion in advertising.
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 and so we’ve decided to go with a digital-only campaign – the first such campaign for Maltesers”.
Michael Jones, Creative Director, AMV BBDO, said:“A bags of fun product deserves a bags of fun campaign, and that’s exactly how we approached the job. We were really excited to partner with Mars Wrigley Confectionery UK to expand the ‘Look on the Light Side’ platform into the digital sphere.”
Global Brand Director: Rebecca Shepheard-Walwyn
VP of Marketing: Michele Oliver (UK)
Creative Agency: AMV BBDO
Creative Director: Michael Jones
Planners: Olivia Stubbings and Elly Fenlon
Creatives: Chaz Mather and Lucy Jones
Account Management: Harriet Harrison, Berlin Abraham, Alex Sandford-Smith, Abbi Brown, Sophie Keattch
Agency Producer: Sunny Dimitriadou
Media Agency: Mediacom planning, Zenith Buying
Planner: Alison Harper-Quinn and Daisy Ross (Mediacom)
Production Company: Fat Lemon
Director: Jim Owen
Producer: Cabell Hopkins
Post Production / VFX
Post Production Company: Absolute
Category: Food , Sweet