Ad of the Week – Maltesers
Maltesers’ new ad focuses on disability, urging others to take a risk, following it’s Paralympic Games campaign. It also won a Channel 4 competition, earning £1m of free airtime. On the back of their previous success they’re now running an outdoor ad using braille, and intend to be back on TV later this year (whilst also sponsoring Comic Relief to promote it’s inclusivity ‘agenda’).
I think this is an ingenious way of getting across their ‘diversity and inclusivity’ message – and successful too – last year they claimed a 10% sales growth from their Paralympics campaign.
Director – B2B, TCS Media (North)