Mars Wrigley Confectionery has launched a new advertising campaign for Maltesers Buttons. Backed by a £1.3m media spend the digital-only campaign will appear on channels like YouTube, Facebook and Instagram to help introduce a younger demographic of adults to the 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.

Maltesers Buttons have a higher ratio of Maltesers signature chocolate to malt than core Maltesers, providing a more indulgent bitesize eating experience for consumers, while still retaining the brand’s characteristic of being crunchy.

Brand director Rebecca Shepheard-Walwyn said: “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.”