Maltesers is tapping into the power of simplicity to stand out in a crowded digital landscape. The beloved chocolate brand has launched a new campaign on Pinterest in collaboration with agency T&P, aiming to reconnect with younger audiences by reviving its signature sense of light-hearted humour.
Designed specifically for Pinterest, the campaign features clean visuals: a single Malteser placed on an uncluttered background, animated with simple line drawings that playfully transform the chocolate into imaginative shapes and scenes. By choosing a minimalist aesthetic, the campaign seeks to break through the visually dense environment found on many social platforms.
The creative brief challenged the team to emphasize Maltesers’ long-standing positioning as the lighter way to enjoy chocolate. T&P leaned into the brand’s witty tone and visual identity, using the Malteser itself as the core storytelling element. The result is a campaign that feels modern, fresh, and unmistakably rooted in the brand’s playful spirit.
To ensure the campaign resonated strategically, T&P and Pinterest identified search terms and cultural moments relevant to millennial and Gen Z users. The “disruptively simple” visuals appear contextually in search results, sparking an unexpected moment of humour for users 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. “It feels cheeky, witty, and undeniably fun — truly the lighter way to enjoy chocolate.”
Sam Christou, CPG Industry Lead at Pinterest, emphasized how the campaign reflects platform-specific thinking: “By aligning creative to search, trends, and user behaviour, this campaign shows how brands can deliver something relevant in the moment.”
For T&P Creative Director Boris Garelja, the idea was about doing more with less. “In a world of visual overload, a single Malteser paired with punchy copy becomes incredibly powerful,” he explained. “It’s a breath of fresh air — proof that sometimes, less really is more.”
The campaign is currently live and invites Pinterest users to encounter a touch of levity in their everyday scrolling — a small reminder that joy can be found in the simplest moments.
