Maltesers marks 90th with historic ode to female solidarity

AD of the day 🏆

Maltesers is celebrating its 90th anniversary with a time-travelling campaign that spotlights how women have always found joy and connection by looking on the light side.

Created by AMV BBDO and directed by Ally Pankiw through Partizan, the campaign film takes viewers on a journey from corsets to cardigans, as women across generations laugh through shared daily frustrations – from icy office air-con to the eternal struggle of pocketless dresses. A rendition of ‘Put On A Happy Face’ by an all-female choir adds comedy and charm to the historical scroll.

The campaign, part of a £10m investment in the brand this year, brings Maltesers’ long-running ‘Look On The Light Side’ platform to life across TV, cinema, OOH and social. Inspired by meme culture, history and real-life conversations, it celebrates how humour and sisterhood help women navigate a world not always made with them in mind.

It also reinforces the brand’s long-term partnership with Comic Relief, which now includes year-round campaigns tackling issues affecting women, supporting community services and breaking taboos.

Mars Snacking’s chief brand officer Rankin Carroll said the brand’s clarity and consistency is key: “We’ve remained true to a brand idea with deep insight and resonance.”

Advertising Food & Drink