Next Chapter of Maltesers' Diversity-Focused Campaign Takes on Gender, Age and Sexuality
Today, Mars Wrigley Confectionery launches a new advertising campaign for Maltesers. Titled ‘Celebrating Similarities’, it taps into the iconic Britishhanna brand’s purpose of uniting people through their similarities. The campaign also seeks to challenge the stereotyping and misrepresentation of women, whilst always looking on the lighter side of life.
The two new adverts – titled ‘Accountant’ and ‘Powerpoint’— hero funny, real-life stories from everyday women of varying ages and sexualities. The ads will be broadcast for the first time on Monday 23rd April across TV and digital channels.
‘Celebrating Similarities’ was created in conjunction with AMV BBDO and is a continuation of Maltesers commitment to represent the diversity of its customers through its marketing. Following its award-winning entry for the Channel 4 Superhumans Wanted competition in 2016, the Maltesers brand has become synonymous with brave, taboo-challenging work. The new campaign confirms this position and uses a lightness of touch to tackle previously ‘unmentionable’ topics.
The stories are based on conversations, with a diverse range of women talking about their real-life experiences and how they look on the lighter side of life - from lamenting the challenges of dating to the realities of ageing. Maltesers partnered with leading charity Age UK who consulted throughout the the creation of the ads to ensure all communications are accurately and lightheartedly delivered. UK charity Stonewall also helped source some of the focus groups who contributed ideas to inspire the creative.
Michele “Mitch” Oliver, Marketing VP, Mars Chocolate UK, said: “The adverts recreate real-life situations faced by women from different groups in society who you don’t often see or hear from. We’re telling their stories to help combat perceived stereotypes and celebrate our similarities, whilst at the same time hopefully making people smile!
“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 ‘SuperhumansWanted’ campaign, which put disability in the spotlight and boosted sales across the UK.”
To support the campaign, Maltesers has also launched a partnership with Channel 4 and its BAFTA award-winning, observational documentary dating series First Dates. The series of ads - played exclusively on Channel 4 - combine the light-hearted attitude of Maltesers with a programme that explores the universal experience of a first date: showing a range of diverse couples relaying their first date stories in a funny, relatable and real way.
Michael Jones, Creative Director, AMV BBDO, said: “We were keen to talk to women who are so often misrepresented in advertising. Many, including women in the 60+ bracket, are not only misrepresented, they’re often completely ignored by advertisers (their depiction completely cemented in cliché), which is crazy. We met so many entertaining women and heard so many funny, outrageous stories. We were inspired. These women should get their own TV shows, let alone some air time in an ad for such a well-loved brand.”
