Maltesers’ new campaign aims to tackle the challenges of lockdown through humour.

With many brands doing what they can during this time, Maltesers are adapting their ‘Look on the light side’ platform, winning them Marketing Week’s Brand of the Year in 2017, to today’s current challenges in the hope it will help people cope.

The new campaign is part of their ‘Look on the light side’ platform, which already aimed to lighten tough times and celebrate the resilience that laughter can bring. Maltesers previously took on issues such as disability, older people in the workforce and prejudice against the LGBTQ+ community.

Now with the current global pandemic, it’s the perfect time for the brand to shine a light by drawing on the same insight that, while lockdown is very tough for people, they can benefit from a lift that often comes from friends and connecting with loved ones.

In the campaign videos, it shows women chatting on Zoom about relatable challenges to do with childcare, living alone during isolation and dating, like the one shown here. Unlike other campaigns out there created during the lockdown, it does not feature user-generated content but instead uses actors, scripts and a director.

I’m not sure we’ll get a sales metric out of this – now is not the time because shopper behaviour is so different. But if we can be there and have brought a smile, that’s the role the brand plays — Matt Boulter, Mars UK marketing director.

While the campaign has a light tone, Maltesers quickly recognised that a ‘little lift’ might not be enough given the serious challenges many are facing, therefore, on social media, the campaign is supported by mental health charity Mind, signalling help and advice for those struggling.

As consumer behaviour evolves during this time, having a relevant message and being able to be agile and quickly adapting with the times is extremely important and will forever be an asset going forward.

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