Using playfulness & humour to re-ignite brand love and generate cultural momentum
Challenge
Make Maltesers more relevant to people today, without losing what they historically loved.
Solution
A new brand platform: Look on the Light Side, which taps into our history of featuring funny women to show the power of positivity to overcome life’s struggles.
We demonstrated that life is better when we don’t take things too seriously - with a positive attitude we can turn disasters into funny stories, accidents into anecdotes and see that our own foibles are universal.
This platform was brought to life in many campaigns, from a disability campaign to most recent work looking on the light side of lockdown.
Results
As well as the successful brand and business results below - following the disability campaign there was huge organisational change at Mars Inc that led to our lead client being promoted to a new role - Global Brand Purpose Director.
- Positive ROI
- for the first time in 10 years.
- 1,351,182
- times films watched organically in 24 hours
- Consumers 44%
- more likely to say that they thought Maltesers were changing the way the nation perceives disability
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Look on the Light Side
Using playfulness & humour to re-ignite brand love and generate cultural momentum
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