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 Wantedcompetition 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 objectives. Could we solve our business problems by meeting a burning consumer need? So we reframed our objectives to include how...