Maltesers: The Massive Overshare

Bonita Samuels

Maltesers, a confectionery brand, worked with Ashely James to help women build resilience in the UK by uncovering key issues around maternal mental health and make them public, set a new normal to break down stigma, and help mums find help.

Campaign details

Brand: Maltesers Brand owner: Mars Wrigley Entrant company: EssenceMediacomIdea creation: EssenceMediacom London Market: United Kingdom Sector: Confectionery Media channels: Online display, Websites & microsites, Online video, Word of mouth, Influencers, KOLs, Content marketing, Outdoor, Out-of-home, Public relations, Radio & audio, Television & Connected TV Budget: 5 - 10 million

Executive summary

Look on the Light Side’ is a campaign designed to help women build resilience by laughing together through the tough stuff.   

However, the UK was falling out of love with...

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