MaltEaster Bunny Easter Treat: How MaltEaster bunny grew the self-eat category through design

This case study explores how the launch of the MaltEaster bunny allowed chocolate brand Maltesers to grow the Easter Self-Eat market in the UK.

MaltEaster Bunny Easter Treat: How MaltEaster bunny grew the self-eat category through design

Malter Studio, Brandhouse and Kinneir Dufort

Executive Summary

The Easter Self-Eat market had been dominated by one brand with little variety available to consumers. Contributing to the overall growth of the segment, Mars Chocolate UK introduced the Maltesers® MaltEaster® in 2009.

MaltEaster® is a brand-driven three-dimensional shape that was developed through concept exploration that decoded the semiotics of the season and balanced these with the well-recognised attributes of the Maltesers® brand. In addition, the final character had to translate into a moulded, cream-filled chocolate form, which successfully...

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