Maltesers Rolls its Light Side into the United States

maltesers united states

Mars Chocolate North America has launched Maltesers in the United States and is using a marketing campaign to support the premiere.

Mars Chocolate has launched the United Kingdom’s top bite-size candy, Maltesers, into the United States. While the product entered America in limited fashion at select movie theatres in September 2015, the 80-year-old brand is making its way to retailers across the country.

Encouraging fans to embrace moments of optimism, the portfolio is known for its light-hearted brand promise. Meanwhile, the Maltesers Look on the Light Side campaign will be introduced in the United States through digital and social channels over the coming weeks.

The launch is being supported with a fully integrated marketing campaign which includes digital and social components, e-coupons, sampling, and in-store displays.

“Maltesers have been a favourite in the UK for decades. We’re thrilled to bring the product and its playful personality to a whole new set of fans stateside as a long-term addition to the Mars portfolio,” said Kerry Cavanaugh, Brand Director at Mars Chocolate North America.