DMB&B is launching a pounds 2 million TV campaign for Maltesers
which shows fun ways of eating the sweets.
The campaign, which breaks this weekend and will air for approximately
six weeks, aims to move the brand away from its focus on the physical
lightness of Maltesers.
Instead, the series of commercials will depict everyday situations where
people are having fun with the way they eat the product.
’Feed me’, the first ad in the series, features a young couple lying on
a sofa watching TV. On the request of his girlfriend, the man leans
over, sucks a Malteser out of the packet with a straw and then pops it
into his girlfriend’s mouth.
A second ad will be unveiled shortly.
’We want to continue to strengthen the bond we’ve built between
consumers and a brand that has been around since 1936,’ Michele Oliver,
the Maltesers brand manager at Mars, said. ’We have kept the Maltesers
very central to the action and built on the success of the previous
DMB&B won the Maltesers account from Grey in 1995 and launched the idea
of the brand’s lightheartedness in May last year with a series of three
TV commercials. ’UFO’, ’respect’ and ’master’ all featured people having
fun by inventing their own novel ways of eating Maltesers.
DMB&B’s other Mars brands include Mars Bar, Skittles, Topic, Twix and
The commercials were written by Trevor Webb, art directed by Steve
Campbell and directed by David Hartley of Brave Films.
Media planning and buying is through MediaVest.