Maltesers: Saying the unsaid

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Campaign details

Brand: MaltesersAdvertiser: Mars Agency: AMV BBDO


In a slow-growing category, with a string of failed communications campaigns, in 2016 Maltesers were in a tough spot. So when the Channel 4 Superhumans Wanted competition launched, they seized it as a catalyst to break them free of their unlucky streak. It was a brave move.

However the entry's daring and provocative representation of disability won Maltesers the competition, and the hearts and minds of the nation. It created a 10% uplift in sales; got Maltesers an invitation to the House of Commons; and...

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