Maltesers new social campaign by T&P isn’t a frenetic display of noise or absurdity. It cuts through that noise. The campaign, running exclusively on Pinterest aims to re-establish the brand’s unique wit and charm as the lighter way to enjoy chocolate and engage younger audiences.
The campaign’s core creative features Maltesers on plain backgrounds, transformed by simple line drawings. This minimalist aesthetic stands in stark contrast to the often content-heavy imagery prevalent on Pinterest feeds, aiming to capture attention through its deliberate simplicity and clean design. It focuses on the brand’s distinctive tone of voice – cheeky and light, and leans into its core brand asset – a delicious looking Malteser.
To make the campaign fully addressable, T&P and Pinterest collaborated to identify key search terms relevant to their millennial audience. The “disruptively simple” content is strategically placed to hijack these search results, offering an unexpected moment of joy and humour for users actively seeking inspiration.
Boris Garelja creative director at T&P, commented, “In a world of visual overload, a single Malteser on a plain background, paired with punchy copy, becomes incredibly powerful. It’s a breath of fresh air in a crowded room, designed to catch the eye and spark a smile, proving that sometimes, less really is more.”
“Maltesers has always been about bringing a moment of light-hearted joy, and this campaign perfectly encapsulates that spirit,” stated Richard Weisinger, Maltesers head of brand and content. “We love how this campaign cuts through the noise in a way that feels uniquely Maltesers; cheeky, witty, and undeniably fun and definitely the lighter way to enjoy chocolate.”
“We’re delighted to partner with Maltesers on a campaign fuelled by trends and insights, designed specifically for the Pinterest platform and our users’ behaviours. By serving up creative aligned with search, trends, and culture, this campaign demonstrates a fresh way for brands to connect and deliver what’s relevant in the moment,”added Sam Christou, CPG industry lead, Pinterest.
