By seizing the opportunity to rewrite the rules in representing disability in advertising, Maltesers set out on a journey that would not only boost the brand, but create societal change, say writers from Mars and AMV BBDO.
In 2016, Maltesers set out to bring itself back from declining sales and struggling communications with a new brand platform 'Look on the Light Side'. An unexpected opportunity in the form of the "Superhumans Wanted" competition, run by Channel 4, opened a new strategic avenue – the fairer representation of disabled people. But this opportunity led us to re-evaluate our activity and objectives....