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Maltesers Brand Strategy ASMR

Maltesers soothes frazzled Easter nerves with tasty ASMR videos


By John Glenday, Reporter

April 13, 2022 | 3 min read

Maltesers has set out to trigger pleasure receptors this Easter with a fusion of baking, sound and vision to set your tastebuds tingling in its latest ad.


Maltesers cooks up a treat for Easter with ASMR-style videos featuring Angela Rippon

The Mars Wrigley-owned brand has employed the silken voice of venerable broadcaster Angela Rippon to soothe frazzled nerves, employing autonomous sensory meridian response (ASMR)-style videos to lull watchers into a zen-like state of yum rather than aum.

The meditative vids show the medicinal qualities of excessive chocolate, amid surveys showing 32% of Brits are already salivating over an extended weekend of sugary excess.

Born out of research indicating that 20% find Easter to be the most stressful holiday, Maltesers is pitching straight to your stomach with a bakery series appealing to the 55% who retire to the kitchen as a way to relax.

Rippon said: “I invite you to sit back, relax and enjoy the ultra-soothing sound of my voice as I take you on a chocolatey sensory journey through calming, hypnotic baking videos with Maltesers Meditations. Breathe in, breathe out, as I guide you through a stress-free and utterly delicious series of mouth-watering mediative videos. Tune into the power of whisking, piping and stirring, and start feeling like a happy bunny today.”

The YouTube set includes Chocolate Waves, a molten cascade of the ubiquitous Easter treat that looks good enough to eat.

A different sense is tickled with Gratifying Grating, a sonic massage for the ears.

The bite-size series can be enjoyed via the Maltesers YouTube channel and follows a bid by the brand to chart the highs and lows of motherhood.

Maltesers Brand Strategy ASMR

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