Maltesers celebrates 90 years of sisterhood

For International Women’s Day, I wanted to spotlight a campaign that genuinely stopped me in my tracks.

It is the Maltesers’ 90th anniversary film by AMV BBDO. It could have been about the history of the chocolate, the journey of the brand, but instead it borrowed its moment to celebrate the journey of sisterhood and women supporting women.

And honestly, you can tell there was a woman involved in this creative. Or at the very least, an ally who deeply understands the lived reality of women.

Because the nuances? Spot on.

The man spreading in the Elizabethan coach.
The office where women are shivering because the heating is calibrated for men.
The male “expert” confidently explaining the female body… incorrectly.
The eternal queue for the women’s loo.
The mum hauling a buggy up the stairs with no help in sight.
And then – brilliantly – the historical flash of witches being burned at the stake, and all following on to the soundtrack of put on a happy face… because we’ve all been there. Just smile and wave girls.

It’s funny, uncomfortable, and painfully real all at the same time.

What the content does so cleverly is weave together the centuries-long story of women navigating a world that wasn’t designed for them – from literal persecution to the everyday micro-frustrations we still experience today.

But the heart of the campaign isn’t the struggle. It’s the sisterhood.

Across every moment in the film, women clock each other. Support each other. Step in for each other. Share a knowing glance that says, “Yep… I see it too.”

Because if history has proven anything, it’s that women get things done - together. And that’s what resonated most with me.

In my own career, I’ve been incredibly lucky to be surrounded by women – and allies of women – who have supported me, advocated for me, and pushed me forward when I needed it most. The kind who open doors, pull up chairs, and make space at the table. And I hope, in turn, I can do the same for others.

Because while the campaign is a celebration, it’s also a reminder.

Women’s pain.
Women’s effort.
Women’s health.
Women’s experiences.

They are still not always equally understood, prioritised or supported.

But what gives me hope is this: somewhere, a woman is always working to make the world a little easier for another woman. And if Maltesers’ film shows us anything, it’s that when women have each other’s backs, things start to shift. One moment at a time.