Maltesers sponsors ITV1’s Loose Women

Maltesers, the Mars-owned chocolate brand, is sponsoring ITV1 panel show Loose Women. The new series launches at lunchtime today (September 3).

The integrated sponsorship includes idents on ITV1, red button interactivity and the show’s website. The idents, created by Abbott Mead Vickers.BBDO, will “compliment and spark off the tone and content of the show” by depicting funny and light hearted scenarios from everyday life.

The deal is part of Maltesers’ new brand campaign, which has the strapline “So light, you’ll need new ways to be naughty”. It launched earlier this year.

The previous series of Loose Women, which has also signed up Jackie Brambles as its main presenter, had an average audience of 1.2 million and 24% share of all female viewers. The show’s panel, which includes actress Denise Welch and singer Jane McDonald, cover topics such as relationships, shopping and celebrity gossip.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here