WE UNDERLINED MALTESERS LIGHT WEIGHT BY ASKING PEOPLE TO FILM THEIR ATTEMPTS TO MAKE MALTESERS FLOAT IN THE AIR. WE DEMONSTRATED OUR LIGHT-HEARTEDNESS BY PARTNERING WITH THE NATIONS’ BIGGEST COMEDY EVENT Our partnership with Comic Relief was multi-faceted. We created an on-pack promotion where 2p from every sale would go to the charity. TV, press and digital advertising invited the public to "raise your Maltesers to raise a million pounds", asking them to come up with creative, entertaining ways of launching the balls of chocolate into the air, film the results, and upload them to our Youtube channel.

We made a donation to the charity for every uploaded entry, and the best appeared on the Red Nose Day telethon event. Their films ran during peak airtime on BBC1, the UKs highest-rating TV station, and a commercial-free environment. The best entries were also run on TV and digital.

WE RAISED £1 MILLION-PLUS FOR CHARITY. AND BOOSTED SALES BY 18%We’ve beaten our pledge raising £1,101,807 for Comic Relief.Over 22m people have seen our user-generated content, seeing people like them enjoying the lighter side of Maltesers.We’re currently up 18% year on year in terms of sales.