To mark its 90th anniversary, Maltesers has launched a new advertising campaign that places women at the center of its brand narrative.
The action, developed by the AMV BBDO agency, is part of the “Look on the light side” platform, active for more than a decade and converted into one of the most consistent creative territories of mass consumption.

The main piece is a 90-second advertisement that covers different historical moments and everyday situations, from restrictive corsets and Victorian hospitals to offices with extreme air conditioning or the eternal queues for the women’s bathroom. Scenarios separated by centuries but united by the same idea: shared experience as a mechanism of daily resistance.

Directed by Ally Pankiw and produced by Partizan, the spot combines humor and complicity without falling into an explicit protest speech. The soundtrack reinforces that light tone with a version, performed by a female choir, of the song “Put on a Happy Face.” Thus, the song functions as an ironic counterpoint to historically uncomfortable situations, underscoring the ability of women to support each other even in adverse contexts.

From a strategic point of view, the campaign delves into a positioning that the brand has sustained over time. And “Look on the light side” is a platform that allows us to connect generations, cultural moments and conversations without losing coherence.

It will be deployed on television, cinema, outdoor and social networks through a media plan for which a global investment of 10 million pounds has been allocated that Maltesers will allocate to the brand throughout 2026. In addition, the campaign is developed in collaboration with Comic Relief, an organization with which the brand has a relationship of more than 15 years and to which it has contributed more than eight million pounds for projects linked to supporting women and families.