Maltesers launches ‘disruptively simple’ Pinterest campaign
Maltesers has unveiled a Pinterest-exclusive campaign by T&P that reclaims the brand’s cheeky tone and light-hearted wit through a minimalist creative designed to stand out in a visually cluttered digital landscape.
The announcement:
Maltesers, the iconic light-hearted chocolate brand, has just launched an innovative Pinterest campaign designed to re-establish its unique wit and charm as the lighter way to enjoy chocolate. Developed by T&P and running exclusively on Pinterest, the campaign leverages a “disruptively simple” creative approach to cut through the digital noise of social media 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.
The brief challenged the creative team to reclaim Maltesers’ signature levity and wit, positioning it as the lighter way to enjoy chocolate. The solution then focussed on the brand’s distinctive tone of voice; cheeky and light – and leant into their core brand assets – 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.
“Maltesers has always been about bringing a moment of light-hearted joy, and this campaign perfectly encapsulates that spirit,” said Richard Weisinger, 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,” said Sam Christou, CPG industry lead.
Boris Garelja, creative director at T&P, said: “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.”
The campaign is now live on Pinterest, inviting users to discover a moment of unexpected levity in their daily scroll.
About Maltesers: Maltesers are light, crispy malt centres covered in smooth milk chocolate. Known for their distinctive shape and light texture, Maltesers have been bringing moments of joy and light-hearted fun to consumers since 1937. Maltesers are part of the Mars Wrigley family.
About T&P: T&P is one of the world’s leading full service creative and media agencies, connecting talent and tech to drive growth for brands. Formed by the integration of The&Partnership and mSix&Partners, it brings together content and distribution into a single, holistic end-to-end marketing solution. Backed by WPP and combined with the agility of an entrepreneurial partner-led mindset, the multi-discipline agency spans four continents with 45 offices and over $1.2 billion dollars in billings globally.
About Pinterest: Pinterest is a visual search and discovery platform where people find inspiration, curate ideas, and shop products—all in a positive place online. Headquartered in San Francisco, Pinterest launched in 2010 and has over half a billion monthly active users worldwide.
Source: T&P
