Maltesers 'celebrates similarities' in fresh diversity push highlighting misrepresented women

Maltesers has unveiled the latest iteration of its 'Look on the Light Side' campaign, using a lightness of touch to champion misrepresented women and tackle taboo topics.

The Mars Wrigley-owned brand has released two ads which look to "celebrate similarities" as part of its ongoing diversity-driven push. The spots feature women of varying ages and sexualities.

The first, 'Powerpoint', sees a menopausal woman discuss an embarrassing moment brought on by a hot flush. Meanwhile, the second spot 'Accountant' focuses on a lesbian who discusses the challenges of dating.

Created by AMV BBDO, the ads come on the heels of the most successful campaign in Maltesers' history, which put disabled individuals front and centre. The original ads aired around the Channel 4 Rio Paralympics in 2016 after the brand won airtime as part of the broadcasters' 'Superhumans Wanted' competition.

The chocolate makers' top UK marketer Michelle Oliver – who has just been promoted to global brand and purpose director – said: "These adverts explore the topics in a fun, engaging and humorous way. We have seen this approach really resonate with consumers – as shown by the commercial and critical success of our ‘Superhumans Wanted’ campaign, which put disability in the spotlight and boosted sales across the UK.”

Maltesers has also launched a partnership with Channel 4 show First Dates, which will see diverse couples relay their own first date experiences in a funny way.

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