Maltesers Facts

  • TARGET AUDIENCE – Aged 12 and over as they believe that they believe people can make sensible choices about snack consumption.
  • Maltesers is the 3rd biggest confectionary brand in the UK
  • In the UK, the chocolate market is valued at £3.344 billion and is growing at 3 per cent year-on-year.
  • Maltesers also plays a key role in the substantial bitesize category, which is valued at £515 million and is growing at 1 per cent.
  • Marketing Code to all their advertising and communications and are committed to providing you and your family with suitable and transparent information about the products.
  • Each second, an average of two individual bags of Maltesers are sold in the UK.
  • Comes from the company MARS – Added on product.
  • 1959: The first TV advertisement for Maltesers hits the screen in black
  • and white.
  • 2007: Maltesers engages in daytime television programme sponsorship for the first time.
  • Mars has confirmed its intent to direct marketing messages for confectionery and food products primarily to adults and, where brand-appropriate, to teens.
  • Mars food products are not advertised in other media in an effort to interest children under 13 in our websites.
  • Mars has also implemented reasonable methods to restrict the ability of children under 13 to download screensavers and games or access other features on certain sites, consistent with our commitment to direct our messages primarily to adults or teens.
  • Mars Chocolate UK, which owns Maltesers has a 49 per cent share of the bitesize category and five of the top 10 selling bitesize
  • Mars, Incorporated and its affiliated companies (together, “Mars” or ”we” or “us”) offers other websites, webpages, applications, games widgets and online and mobile services (collectively, the “Mars Sites”). Maltesers-Wrapper-Small
  • Company hopes that you will find the Mars Sites informative and entertaining.
  • Colour Scheme is Red and packaging comes in red packet since 1978.
  • Maltesersare a confectionery product manufactured by Mars, Incorporated. Maltesers consist of a roughly spherical malt honeycombcentre, surrounded by milk chocolate.
  • Maltesers are sold in a variety of packaging, including plastic bags (ranging in size from small ‘fun-size’ upwards), larger cardboardboxes and tubes, and plastic buckets (ranging in size from medium to very large). They also have medium sized “teasers” in Celebrations boxes. Maltesers are also one of the types of sweet included in Mars’s Revels
  • Maltesers were created by Forrest Mars Sr. in 1936, and first sold in 1937. They were originally described as “energy balls” and aimed at slimming women.
  • The current Maltesers’ slogan is The lighter way to enjoy chocolate– earlier slogans have included “The Dri Drink“, “The chocolates with the less fattening centre“, “No ordinary chocolate” and “Nothing pleases like Maltesers“. The Australian version also contains the line: “Made in Australia… …exported to the world.
  • In the 1930s, advertisements claimed that the Maltesers honeycomb centre is seven times less fattening than ordinary chocolate centres; this led marketers to claim it was beneficial for weight loss.
  • In 2011, the product gained Fairtrade accreditation in the UK and Ireland by sourcing all their cocoa and sugar under Fairtrade Terms.
  • Adverts include middle-aged women and have humour to the advert but very short.

Past Advertising Idea’s

  • Maltesers wanted to raise awareness and purchase consideration at ‘key snacking times’ amongst a female 16-34 audience. They also needed to communicate their ‘Sing along with Maltesers’ positioning and highlight ‘The Lighter Way to Enjoy Chocolate’.
  • The ‘Maltesers Moment’ – a daily feature running for 3 months during the Summer period.
  • Between 3pm and 5pm each weekday the stations created a ‘Maltesers Moment’, where listeners requested a track. The listener would explain why the track made them want to sing along. The feature incorporated a ‘Lighter Way to Enjoy Chocolate’ tag.
  • Independent research conducted by Clark Chapman showed that following the activity:
  • Spring 2011 saw Maltesers partner with Comic Relief for Red Nose Day in a bid to raise £1 million for charity, with at least 2p from every special pack purchased going straight to Comic Relief.
  • Maltesers has always had a strong association with film, and in 2011 Mars Chocolate UK launched its ‘Bag a Million Movies’ on-pack promotion across its bitesize range, including packs of Maltesers singles, pouches and ‘more to share’ The promotion offered consumers the chance to win one of a million DVDs, in association with Twentieth Century Fox. The promotion built on the existing heritage of Mars Chocolate UK’s bitesize movie partnerships and was the chocolate manufacturer’s

Spontaneous awareness of Maltesers was more than double amongst listeners compared to non listeners

  • 50% Listeners were more likely to buy Maltesers over Dairy Milk, Mars, Kit Kat and Flake
  • 85% Percentage of listeners that thought that they were likely to buy Maltesers compared to 74% of non listeners (15% more likely)

Similar products include:

  • Whoppers Mighty Malts
  • Mylikes
  • Ovalteenies
  • Whispers
  • MaltEaster bunnies
  • Maltesers Teaser

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