The product – button-shaped pieces of chocolate with small malt-flavoured pieces, is one of two new Maltesers products being launched, along with the more premium Maltesers Truffles – which are set to get their own campaign in the autumn.
Created by Abbott Mead Vickers BBDO, the £1.3m campaign includes a series of video spots for Facebook, YouTube and Instagram, and a series of gifs – most of which involve a series of characters using the Buttons for humorous purposes.
The campaign was created by Chaz Mather and Lucy Jones, and the films directed by Jim Owen through Fat Lemon. Media planning is by MediaCom and buying by Zenith.
Rebecca Shepheard-Walwyn, brand director at 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 the brand."
Choclate consumers want 'superior indulgence'
Phil Rumbol, who was marketing director at Cadbury from 2006 to 2010 and is now executive partner at MullenLowe London, said the new products reflected a divergence in the types of chocolate consumers are interested in.
"As people have become more health conscious they’ve tended to gravitate towards products that they feel are more permissible, or, towards products that offer ‘superior indulgence’ – that is, if I’m going to have these calories they better be worth it!" Rumbol said.
Maltesers was an example of the former, he said, while the latter includes the likes of Lindt Lindor and Hotel Chocolat.
The new products, he added, are likely to be "aiming to build off the success of the Malteaster Bunny – a more chocolate-rich version of the Maltesers experience which is more indulgent but still considered a bit more permissible than solid chocolate."