Maltesers: #TheMassiveOvershare

Maltesers, a confectionery brand, destigmatised conversations surrounding mental health in the UK with its campaign #TheMassiveOvershare.

Campaign Summary

As a category leader with a strong heritage, Maltesers is famous for its' 'Look on the Light Side' campaign which aims to help women build resilience by making the tough stuff they face a little lighter.

However, the UK was falling out of love with the iconic sharing treat with sales declining in a growing market.

Maltesers turned this around by being braver and more committed with brand purpose, showing empathy and support to a misrepresented and overlooked audience.

In the UK, maternal mental health issues were commonly hidden and undiagnosed. Whilst 20% of women suffer, 70% were...

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