Maltesers: Saying the Unsaid

Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

Campaign details

Brand: MaltesersClient: MarsAgency: AMV BBDO

Summary

In a high-pressure segment, with a string of failed communications campaigns behind them, in 2016 Maltesers were in a tough spot. They needed effective communications to help maintain their position in the segment, but felt penned into a corner by over-analysis of what did or did not work.

When the Superhumans Wantedcompetition launched, Maltesers seized it as a catalyst to break this cycle. It was a brave move. Everything in the Maltesers brand DNA is about lightheartedness, and people laughing at themselves, which is not...

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