Mars Chocolate UK

Michele Oliver (Vice President Marketing)
Fabio Alings (Maltesers Brand Director)
Ian Millar (Bitesize Brand Planner)

AMV BBDO *Lead Agency

Catriona Collins (Strategy Partner)
Emily Harlock (Head of Strategy Talent)
Bridget Angear (Joint Chief Strategy Officer)
Alaina Crystal (Strategy Director)
Elly Fenlon (Strategist)
Dave Buchanan (Creative Director)
Katy Talikowska (Managing Partner)

The chocolate industry is a competitive place to be. Maltesers found an opportunity to stand out from the crowd, and refresh their struggling communications, by entering the Superhumans Wanted competition. By telling awkwardly funny stories about everyday mishaps with a disability, they created a campaign that connected with consumers and improved sales, increasing brand relevance by 22% and values sales by 8.1%. Importantly, they also stirred nationwide awareness, amongst consumers and the industry, about the need for fairer representation of disabled people.