Maltesers: Looking on the Light Side of Disability

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

Executive Summary

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 up a strategic avenue – the fairer representation of disabled people – that we had not previously considered in relation to our platform. But this opportunity led us to re-evaluate our activity and obj