Maltesers Marks 90 Years of Looking On The Light Side with a Celebration of Female Connection

New anniversary campaign takes a walk through history, celebrating the strength of women navigating a world not always made for them, whilst looking on the light side of life.

Maltesers has launched its latest ‘Look On The Light Side’ campaign, to mark its 90th anniversary, with a bold end to end creative campaign that celebrates the everyday ways women support one another, to overcome daily annoyances in a world not always made for them.

From freezing office air-con and endless queues for the ladies’ toilets, to pocketless garments – modern society isn’t always designed with women in mind. This theme has persisted throughout history and the new campaign reflects on the journey of womanhood, from corsets and horse-drawn carriages, to female nurses working in male-dominated Victorian hospitals.

In the new brand film, created in partnership with AMV BBDO, Maltesers shines a light on the small, shared moments between women that help make everyday frustrations feel lighter. Throughout, the playful scenes show women looking on the light side, backed by an all-female choir rendition of ‘Put on a Happy Face’. 

Directed by Ally Pankiw (writer and director, behind ‘I Used To Be Funny’ and Netflix’s ‘Feel Good’), the film explores the female perspective through history – celebrating sisterhood and the joy to be found in overcoming issues together with a shared ‘if you know, you know’ smile.

The film draws on inspiration from history, social content, meme culture, and real female conversations, to create a captivating piece of film that resonates with real women’s experiences.

Developed in line with Mars Snacking’s transformative vision for brand building, the campaign brings its long-standing Look On The Light Side platform to life through a seamlessly connected consumer journey across Paid, Earned, Shared and Owned. Running across cinema, TV, OOH and social, the new campaign forms part of a broader £10m investment in Maltesers across 2026.

Additionally, the milestone campaign is backed by Maltesers’ dedication to women, both creatively and practically through their partnership with Comic Relief.

For over 15 years, Maltesers has been a proud partner of Comic Relief – raising over 8 million pounds and sharing a belief that humour can change the world and that resilience is built by looking on the light side of life.  

In 2021, Maltesers evolved their long-standing partnership with Comic Relief, moving from working together once a year for Red Nose Day to year-round activations. Together, the brands have co-created campaigns that highlight issues that really matter to women, to break down taboos and directing them to help and support.

This collaboration has driven meaningful impact by funding and supporting organisations that offer specialist help and vital community services for women and families, ensuring those who need it most can access the support they deserve.

Commenting on the vision for Maltesers, Rankin Carroll, Chief Brand Officer, Mars Snacking said: “At Mars, we believe iconic brands aren’t built overnight. They are built through clear, consistent brand platforms. For Maltesers, that means celebrating women and the power of connection, and for over ten years we’ve remained true to a brand idea with deep insight and resonance – evolving it thoughtfully to remain fresh and relevant to consumers. 

“We understand those real moments when women connect and find joy in navigating life’s everyday frustrations. This campaign authentically brings that truth to life throughout history, showing how those shared moments have always helped make things lighter.”

Nadja Lossgott, Co-Chief Creative Officer at AMV said: “Maltesers has been looking at the light side of a complicated world since forever. Because if we didn’t laugh, we’d have to scream. We’ve loved every minute of bringing this insight to life.”

The campaign launches in the wake of Maltesers’ reintroduction of the much-hyped Maltesers ‘White’ and kicks off what will be an exciting anniversary year for the brand.

For more information on Maltesers, visit: www.maltesers.co.uk

Source: AMV BBDO

  Advertising, AMV BBDO, Campaign, Comic Relief, Maltesers, Marketing, Mars, Mars Snacking, partnership