Mars Wrigley Confectionery has launched a £1.3m digital-only advertising campaign for its new Maltesers Buttons.
The campaign is part of the brand’s strategy to help introduce a younger demographic of adults to the Maltesers brand. It consists of a series of six adverts and social GIFs showing people demonstrating their playful side with Maltesers Buttons.
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.”
Expect more from Maltesers in the autumn, when Maltesers Truffles hits shelves, supported by an advertising campaign of its own.