The campaign, created by AMV BBDO, launches on 3 February and features TV ads, on-pack branding and point-of-sale activity.
The Mars-owned brand will drive consumers to its website and challenge them to "raise their Maltesers" in fun and imaginative ways and take photos or film their efforts.
The best entries will appear in the campaign's TV ads.
At least 2p from every promotional pack of Maltesers purchased goes to Comic Relief.
Red Nose Day is on 18 March.
Earlier this week Mars was revealed as the .
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