Mars Wrigley UK has announced a new Maltesers campaign that focuses on female friendships to spread a mess of positivity and laughter. The campaign will be taking place across social media and will be supported by a partnership with Bustle, which is a popular digital destination for young female consumers. The brand hopes to connect with females under 28 and reinforce the power that comes with love and laughter for getting through the struggles of everyday life.
The Maltesers campaign was explained further by Maltesers Brand Director Rebecca Salisbury who said, "Some of Maltesers’ best performing advertising campaigns feature female friends laughing over a packet of Maltesers. We wanted to build on this further and highlight that friendship is critical to helping women overcome the highs and lows of life. Whether it’s university, motherhood, work or travel, friendship groups often drift apart in adulthood. Maltesers believes that laughter and positivity can be a powerful force for good and is seeking to champion those female friendships.”