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Mars Celebrates Diversity with MALTESERS® Lighter Side of Life Series

09/15/2016

The iconic Mars brands show up in pet bowls and pantries all over the world. To many, Mars products are more than just snacks. They are icons of smiles, shared mealtime and famous personas, like M&M’s Mrs. Brown. Our brands connect people from many different backgrounds around the world, and as a result, have the power and responsibility to make a difference.
 
Mars Chocolate UK’s MALTESERS® brand is taking on the important responsibility of addressing the misrepresentation of disabled individuals in advertising. While one-fifth of the population in the UK is disabled, their representation in advertising is extremely limited. Mars Chocolate UK has partnered with Scope, a disability charity, to launch three new MALTESERS® advertisements in its latest campaign. The advertisements focus specifically on the lighter moments in the lives of those living with a disability, and were aired during the Paralympic Games Opening Ceremony in the UK on Channel 4. They are also part of a larger initiative from Channel 4 to help improve representation of disability in TV advertising.
 
Inspired by real-life stories, the advertisements follow the familiar MALTESERS® creative concept of friends sharing embarrassing moments, where the best thing to do in response is simply to “look on the light side.”
 
Michele Oliver, VP of Marketing at Mars Chocolate UK said, “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in reflecting diversity in everyday media. This is a first step for us, and with a fifth of the UK population living with a disability, and the nation focused on this great sporting event, this is the right time to join the conversation.” She went on to say, “Mars is passionate about using the power of our brands for good and, thanks to the support of Channel 4, we’re proud to be starting our journey to reflect more of the glorious diversity of the Great British public through richer, more inclusive and inspiring advertising. And we hope this is just the start.”
 
Read more and watch the ads here: http://www.campaignlive.co.uk/article/maltesers-unveils-winning-ads-channel-4s-superhumans-contest-paralympics/1407835#