This New Maltesers Campaign Focuses on Female Friendships
Michael Hemsworth — September 28, 2019 — Marketing
References: gbr.mars & talkingretail
Mars Wrigley UK has announced a new Maltesers campaign that focuses on female friendships to spread a message 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.”
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.”
Trend Themes
1. Female Friendship Campaigns - Disruptive innovation opportunity: Develop campaigns that celebrate and empower female friendships across various industries.
2. Positivity and Laughter Campaigns - Disruptive innovation opportunity: Create advertising campaigns that promote positivity and laughter as powerful tools to overcome life's challenges.
3. Partnerships with Digital Media Platforms - Disruptive innovation opportunity: Forge partnerships with popular digital media platforms to reach young female consumers and promote brand messaging.
Industry Implications
1. Food and Beverage - Disruptive innovation opportunity: Introduce food and beverage products that are specifically marketed towards female friendship and empowerment.
2. Media and Entertainment - Disruptive innovation opportunity: Develop content and media campaigns that focus on female friendship and promote positivity and laughter.
3. Digital Marketing and Advertising - Disruptive innovation opportunity: Create innovative digital marketing and advertising strategies to engage young female consumers and highlight the importance of friendship.
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