Maltesers' best-performing ads channel female friendship, so it's launched a campaign about it

Maltesers has rolled out a campaign that shines a spotlight on the inside jokes women have with their friends.

Called ‘Someone Gets It’, Maltesers said it’s a “new creative direction” for the brand which came after it noticed how successful its ads featuring female friendships were.

In 2016, for example, its ad as part of the Channel 4 Diversity Fund featured three women talking about an awkward date while last year’s ‘Look on the Light Side’ campaign again depicted a group of women tackling a variety of subjects – from the menopause to a lesbian talking about the challenge of dating with her friend.

“Some of Maltesers best-performing advertising campaigns feature female friends laughing over a packet of Maltesers,” said brand director Rebecca Salisbury.

“We wanted to build on this further and highlight that friendship is critical to helping women overcome the highs and lows of life. Whether it’s university, motherhood, work or travel, friendship groups often drift apart in adulthood. Maltesers believes that laughter and positivity can be a powerful force for good and is seeking to champion those female friendships.”

At the heart of the campaign – created by Abbott Mead Vickers BBDO – are two 20-second films which sees the inside joke between two friends blasted onto an out of home screen in Birmingham. While passersby seem confused by the term, the friends are able to share a moment of laughter.

It will run across social and be supported by a brand partnership with Bustle, a publisher focused on young women. Bustle will explore the narrative of friendships through a ‘Significant Other Mini Issue’, with content including stories which explain the inside jokes featured in the films.

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