The New Mint Maltesers Buttons are Millennial-Targeted
Michael Hemsworth — February 6, 2020 — Marketing
References: mars & talkingretail
The new Mint Maltesers Buttons have been unveiled by Mars Wrigley UK as an upcoming sweet option that will make the product range appealing to Millennial consumers. The treat is hoped to tap into the "big night in" trend, which includes consumers purchasing their favorite food varieties for enjoyment at home alone, with friends or a partner while watching TV or playing board games. The product will launch March 9 and will be supported by an expansive marketing campaign that includes social media investment as well as out-of-home advertising.
Maltesers Senior Brand Manger Laura Boothroyd spoke on the new Mint Maltesers Buttons saying, "Over the past three years we’ve seen the great success of Maltesers Buttons, with over five million households purchasing Buttons, and over two million then repeat purchasing. However, we also know that regular innovation is important to shoppers who are buying confectionery to share at home, with research showing that two-thirds of millennials purchased a new product on their last grocery trip."
Maltesers Senior Brand Manger Laura Boothroyd spoke on the new Mint Maltesers Buttons saying, "Over the past three years we’ve seen the great success of Maltesers Buttons, with over five million households purchasing Buttons, and over two million then repeat purchasing. However, we also know that regular innovation is important to shoppers who are buying confectionery to share at home, with research showing that two-thirds of millennials purchased a new product on their last grocery trip."
Trend Themes
1. Big Night In - Expanding the product range to appeal to Millennial consumers who are purchasing food varieties for enjoyment at home alone or with friends while watching TV or playing board games.
2. Social Media Marketing - Investing in social media as part of an expansive marketing campaign to promote the new Mint Maltesers Buttons and reach a wider Millennial audience.
3. Regular Innovation - Continuously introducing new flavors and variations of Maltesers Buttons to capture the attention of shoppers, particularly millennials who are more likely to try new products.
Industry Implications
1. Confectionery - Creating new chocolate flavors and variants to cater to evolving consumer preferences, particularly among Millennials who prioritize unique and exciting treats.
2. Food and Beverage - Developing innovative snack options and marketing strategies for at-home consumption, targeting millennials looking for convenient and indulgent experiences.
3. Advertising and Marketing - Leveraging social media and out-of-home advertising channels to create impactful campaigns that resonate with Millennial consumers who are heavily influenced by digital platforms.
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