Maltesers ads challenge stereotypes

Mars Wrigley Confectionery has rolled out a new advertising campaign for Maltesers.

Titled ‘Celebrating Similarities’, it taps into the brand’s purpose of uniting people through their similarities. The campaign also seeks to challenge the stereotyping and misrepresentation of women, whilst always looking on the lighter side of life.

Two new adverts – ‘Accountant’ and ‘Powerpoint’— showcase real-life stories from everyday women of varying ages and sexualities. The ads are airing across TV and digital channels.

The stories are based on conversations, with a diverse range of women talking about their real-life experiences and how they look on the lighter side of life – from lamenting the challenges of dating to the realities of ageing.

To support the campaign, Maltesers has also launched a partnership with Channel 4’s observational documentary dating series First Dates.