The Latest Maltesers 'Look on the Light Side' Ads are Relatable
Michael Hemsworth — May 10, 2020 — Marketing
References: marschocolate & talkingretail
The latest Maltesers 'Look on the Light Side' commercials have been launched in the UK by the brand as a relatable range of ads inspired by self-isolation protocols during the COVID-19 pandemic. The commercial series is filmed entirely through video conferencing software, and features a group of female friends chatting and supporting one another as they go through their new daily routines from home. The female-targeted ad campaign highlights a supportive, cheeky tone that's also created in partnership with the Mind mental health charity to help provide guidance for those who might be struggling with isolation.
Marketing Director at Mars Wrigley UK Kerry Cavanaugh spoke on the Maltesers 'Look on the Light Side' commercials saying, "We wanted to show that even if we’re lucky enough to have our health and our family, we might need a little (socially-distanced) help from our friends to get through lockdown. Maltesers’ long-running ‘Look on the Light Side’ campaign has always celebrated universally awkward and embarrassing situations by laughing through the tough stuff. Now we want reinforce the #stayhome message by reflecting the reality of life at home and the ways that women are laughing together through the everyday ups and downs it brings. While laughing with friends is a great tonic, we’re mindful that for some people isolation is no laughing matter, so our social media campaign also signposts support available through mental health charity Mind.”
Marketing Director at Mars Wrigley UK Kerry Cavanaugh spoke on the Maltesers 'Look on the Light Side' commercials saying, "We wanted to show that even if we’re lucky enough to have our health and our family, we might need a little (socially-distanced) help from our friends to get through lockdown. Maltesers’ long-running ‘Look on the Light Side’ campaign has always celebrated universally awkward and embarrassing situations by laughing through the tough stuff. Now we want reinforce the #stayhome message by reflecting the reality of life at home and the ways that women are laughing together through the everyday ups and downs it brings. While laughing with friends is a great tonic, we’re mindful that for some people isolation is no laughing matter, so our social media campaign also signposts support available through mental health charity Mind.”
Trend Themes
1. Video Conferenced Commercials - Opportunity for brands to create relatable ads filmed through video conferencing software, connecting with consumers in their current self-isolation routines.
2. Supportive Messaging Campaigns - Brands can partner with mental health charities to create ads that provide guidance and support for those struggling with isolation during the COVID-19 pandemic.
3. Embracing Everyday Ups and Downs - Opportunity for brands to celebrate relatable and humorous situations that arise from staying at home, connecting with consumers through shared experiences.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to create unique campaigns using video conferencing software and supportive messaging during self-isolation.
2. Mental Health - Opportunity for mental health charities and organizations to collaborate with brands in creating campaigns that support individuals struggling with isolation during the COVID-19 pandemic.
3. Confectionery - Brands in the confectionery industry can leverage the relatability of everyday ups and downs to create fun and engaging campaigns that resonate with consumers staying at home.
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