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Maltesers serves up light-hearted ripostes to bust taboo of older women's sexuality

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Maltesers serves up light-hearted ripostes to bust taboo of older women's sexuality by Tree Elven on 12/08/2022
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'The lighter way to enjoy chocolate' is the slogan for British chocolate treat Maltesers,which was introduced in 1937 and largely aimed at women who wanted to enjoy chocolate without ingesting too many calories. Maltesers are little balls of chocolate-covered malt crunch. The brand has made a name for itself in recent years by being one of the few to tackle taboo topics, such as intimacy among disabled people, with a light touch. This campaign takes aim at how women 'should' lead their lives, i.e. abandoning certain pursuits such as sexual intimacy. “There’s a constant pressure on women to hit certain milestones at certain times," says the confectionery company. "Get engaged, buy a house, have kids, take up needlepoint. But there’s no ‘right’ way to go through life, so let’s celebrate women who reject the status quo, live life at their own pace – and do it with a sense of humour.” Despite the humour expressed by confident women here in what could otherwise be just awkward conversations, MALTESERS® says it is making "a serious point about society’s expectations, just as it did with its....ads tackling issues around maternal mental health and disability." What do you think of the risqué approach, designed to challenge taboos around the way different generations respond to life’s big questions in their latest Look on the Light Side effort?

Keywords: MALTESERS® Look on the Light Side, taboo topics in advertising, women's sexuality, society's expectations of women, older women and sex, humour in ads, AMV BBDO

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