Female Friendships and Inside Jokes in Maltesers ‘Someone Gets It’ Spot

Mars Wrigley UK has today announced an exciting new creative direction for MALTESERS - via a new campaign titled ‘Someone Gets It’ – which focuses on the importance of female friendship and the power of an inside joke in bringing friends back together, no matter how long they’ve been apart.

The campaign, which sees a suite of online video and digital assets – created by Abbott Mead Vickers BBDO – will be unmissable across social media and will also be supported by a brand partnership with Bustle, the premier digital destination for young women. By investing in these channels, MALTESERS will reach its target demographic of under 28s females with the message that laughter and positivity can be a powerful force for overcoming life’s struggles.

The digital-first campaign will inspire old friends to reconnect and recognise the people that mean the most to them – and who make them laugh. Championing this message are two 20-second online videos which see MALTESERS reconnect two pairs of friends who are able to share their inside jokes on a massive scale.

In one video viewers meet Britney and Maisie, whose inside joke ‘Barbers Save Lives’ is displayed on a giant billboard in Birmingham. While in the second video, best friends Yasmin and Georgie reconnect in front of a billboard displaying their inside joke ‘Flying Cheese’. While passersby seem confused by the term, the best friends are able to share a moment of laughter and connection which, despite the public setting, is private to them.

‘Someone Gets it’ complements a series of light-hearted campaigns from MALTESERS which shine a spotlight on women in advertising. This campaign continues the brands’ efforts to diversify advertising through the use of real women and real friendships across the campaign assets. Alongside the online videos, the brands’ partnership with Bustle will further explore the narrative of friendships through a ‘Significant Other Mini Issue’, with content including the story of Yasmin and Georgie – delving into the background of their ‘Flying Cheese’ inside joke and telling their story further.

Rebecca Salisbury, MALTESERS brand director, said: “Some of MALTESERS’ best performing advertising campaigns feature female friends laughing over a packet of MALTESERS. We wanted to build on this further and highlight that friendship is critical to helping women overcome the highs and lows of life. Whether it’s university, motherhood, work or travel, friendship groups often drift apart in adulthood. MALTESERS believes that laughter and positivity can be a powerful force for good and is seeking to champion those female friendships.”

Alex Sandford Smith, account director, AMV BBDO, added: “‘Someone Gets It’ celebrates how the closest relationships share the oddest quirks. We found two pairs of real people from around the country and gave them the chance to surprise their best mates with a billboard covered with their shared inside joke. Maybe no-one else got it, but their mate definitely did.”

The campaign will also be supported with a range of bespoke memes across the Bustle and MALTESERS social channels, as well as interactive features and bespoke articles which will encourage viewers to honor those personal and sometimes silly in-jokes that will never get old.