Mars has promoted Michele Oliver to a new role as global corporate brand and purpose director as the company looks to make diversity and inclusion a bigger part of its marketing and communications globally.
The move comes after Oliver spearheaded work across Mars brands in the UK that aimed to champion inclusivity. That includes the much lauded campaigns for Maltesers, which featured disabled actors and went on to become the brands’ most successful campaign in 10 years.
“Oliver’s new role will build on the great work she has spearheaded in the UK championing inclusivity across our marketing and brand communications,” says the company.
Oliver’s promotion comes as Maltesers launches a new brand campaign that highlights underrepresented women. The two TV ads, created by agency AMV BBDO, feature a group of lesbian friends and older women.
The ‘Powerpoint’ advert sees a menopausal woman discussing how getting a hot flush in the office led to an embarrassing moment with her colleagues, while ‘Accountant’ features a lesbian telling her friends about the trials of dating.
Maltesers has also signed a partnership with Channel 4 show First Dates that will see a diverse range of real couples explain how their first dates went.