75 years of Maltesers

Maltesers is celebrating 75 years with a media spend of £8 million (€9.6m) throughout 2012.

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 £1.3 million (€1.6m) media spend.

The 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%.