DMB&B takes fun tack for pounds 2m Maltesers advertising

DMB&B is launching a pounds 2 million TV campaign for Maltesers which shows fun ways of eating the sweets.

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

campaign.’



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

Flyte Bar.



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.



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