Creative Corner: BACP's 'No More Stiff Upper Lip', Maltesers' lighter smile and Cuthbert's bobsleigh

Happy Friday, creative people. Another week down and another reminder that culture doesn’t slow down just because the slog of January has left us tired.

This week’s Creative Corner is all about brands finding smart, human and humorous ways to show up.

Read on to learn why the British Association for Counselling and Psychotherapy (BACP) is unapologetically glossing over stiff upper lips, a 90-year-old anniversary-celebrating Maltesers is time-hopping through women’s shared frustrations and how Aldi’s Cuthbert the Caterpillar launched himself down an Olympic bobsleigh run.

Grab a brew and enjoy.

Lipstick as a statement, not a mask

For generations, women have been taught to cope quietly; to keep a stiff upper lip, especially as life gets more complicated. With No More Stiff Upper Lip, the British Association for Counselling and Psychotherapy (BACP) are calling time on that expectation and opening up a vital conversation about mental wellbeing in midlife.

At the heart of the work is the No More Stiff Upper Lip Collection: a limited-edition range of lipsticks designed not to mask, but to express. Each shade name reflects how therapy can make women feel: Unapologetic, Resilient, Empowered and Heard.

It’s built on insight. Nearly two thirds (64%) of women over 50 say they’ve struggled with their mental wellbeing since reaching this milestone, yet almost nine in ten (87%) admit to hiding it, which the BACP describes as an “epidemic of silence” driven by stigma and the belief that struggling somehow signals failure.

With a shoot by renowned British photographer Rankin, the campaign imagery features women who have benefited from therapy and want to encourage others to seek support. They appear alongside campaign ambassador Lorraine Pascale, former model turned chef, who shares her own experiences of therapy and mental health with candour and warmth.

The result is imagery that feels confident, honest and grounded. These are not aspirational ideals, but real women reclaiming visibility and voice at a stage of life often overlooked.

No More Stiff Upper Lip reframes therapy as both practical and wise, a courageous step towards support rather than a sign of weakness. With www.nomorestiffupperlip.co.uk directing audiences to BACP’s Therapist Directory, the campaign importantly also offers not just awareness, but a clear path to action.

Lead image credit: Rankin for the BACP No More Stiff Upper Lip campaign

Maltesers celebrates 90 years of humour, resilience and connection

Maltesers champions a simple notion: that looking on the light side of life helps us cope, connect and carry on.

To celebrate its 90th anniversary (anyone else amazed that Maltesers have been around for 90 years!?), the brand has launched the latest iteration of its ‘Look On The Light Side’ platform, with a time-travelling campaign that reflects on how women, across generations, have always found joy and resilience by doing just that.

Part nostalgia, part comment on societal flaws, a campaign film takes viewers on a journey from corsets to cardigans, as women across generations laugh through shared daily frustrations- from icy office air-con to the eternal struggle of pocketless dresses. Whilst fashion and settings may change, the point made is that throughout history, modern society isn’t always designed with women in mind. Moreover, it’s a reminder that while times evolve, the role of humour in overcoming issues, together with a shared ‘if you know, you know’ smile, remains.

Far from being a momentary reflection on society, the creative is rooted in Maltesers’ wider purpose.

For more than 15 years, the brand has been a proud partner of Comic Relief, sharing a belief that humour can change the world. Since 2021, they have been co-creating campaigns that highlight issues that really matter to women, using humour to break down taboos while directing audiences to support and help.

By using its heritage as a lens, Maltesers proves that looking on the light side isn’t about ignoring life’s challenges, it’s about facing them with humour intact. As someone often accused of not taking things seriously, I can vouch for that.

Aldi’s caterpillar-powered push for Team GB

Few brand characters have achieved the cultural status of Aldi’s Cuthbert the Caterpillar. Equal parts mascot, meme and national treasure, Cuthbert has become shorthand for Aldi’s playful approach to marketing. So it’s no surprise he’d find a way to get in on the Winter Olympics action.

The result is Aldi’s Cuthbert the Caterpillar bobsleigh: a daft, but perfectly timed show of support for Team GB.

The idea itself is joyfully simple. Take one of the most iconic Winter Olympic events - bobsleigh - and reimagine it through the lens of one of Britain’s most recognisable cakes. A Cuthbert-themed bobsleigh creating instant visual comedy, delivered with Aldi’s unmistakable sense of humour.

But as with Aldi’s best work, the stunt is more than just a gag.

The brand has a long-standing partnership with Team GB, championing athletes across Olympic and Paralympic sports and celebrating their achievements. Cuthbert’s bobsleigh moment builds on that platform, using a familiar cultural icon to cut through the noise of Olympic coverage and spark genuine public affection.

The Cuthbert bobsleigh is a reminder that effective sports marketing doesn’t always need epic storytelling or emotional gravitas. Serving up a slice of light-hearted fun can equally fill the nation with pride.