A new TV campaign playing to the trend of nostalgia will celebrate the brand’s heritage with a montage of favourite Maltesers adverts from over the past 75 years, with a £1.3m media spend.
The Maltesers 75th campaign will also be supported with PR throughout 2012 and in-store activation from March. POS materials, tailored per channel, will be made available to retailers as they are encouraged to make the most of the celebrations in-store.
In the same year, Maltesers will become the first Mars product to carry the Fairtrade mark, increasing total UK Fairtrade sales by 10%, the company said.
Maltesers have been featured in this year’s Superbrands final results.
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