Mars – Maltesers

Mo Fisher

Campaign in 1999 by DMB&B for Maltesers (Mars Corporation). New approach to revitalise brand.
Agency: DMB&BAuthor: Mo Fisher

'Roll on Maltesers'

'Having worked on chocolate since Nestle was Rowntree Macintosh, I know how hard it can be to make chocolates feel contemporary. Maltesers feel like they've been around forever, so a great deal of work was needed to outthink their competition. The latest TV ads are brilliant. They are simple, engaging ads that have so much charm in the idea'. Billy Mawhinney, Campaign Private View 13/5/99

INTRODUCTION

This is the story about how a classic brand, that we know and love, stepped away from the rational claims that had underpinned its success...

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