The Brief

Launch new Maltesers Orange Buttons amongst a GenZ audience who seek out all things ‘new’.

The Challenge

The combination of chocolate and orange is one of the nation’s favourites. But if we’re honest, the combination of chocolate & orange has been done many times before - it’s nothing new. 

So, when Maltesers wanted to launch their delicious new Maltesers Orange Buttons in 2021 we knew we needed to find a unique angle.

The Solution

Our solution was to double-down on this lack of originality and celebrate the perceived flaw of the flavour combination’s lack of originality to capture the attention of GenZ on social by creating the least original social campaign ever - #Oranginal

Based on viral, out-of-date social trends, we gleefully co-opted culture for ourselves. To wind up trolls and get our unoriginal buttons talked about, we shamelessly created the least original launch campaign ever...and totally denied it. 

Results & Placement

By orange-maltifying old viral trends - Planking, The Mannequin Challenge, Harlem Shake, and Bottle Flip - we drove 86.9 million impressions online, stoking the fire across social before re-targeting fans with our final tongue-in-cheek confession. 

A social-first UK campaign designed to grab the attention of GenZ. It ran via paid and organic social content, online video and social activations (e.g. lenses). Key platforms were Facebook & Instagram.