Maltesers White Relaunch

Working directly with Mars Wrigley, I led the creative direction for a suite of POS solutions to support the launch of Maltesers White. The initial brief was to create immersive retail environments at Mars’ Slough office, showcasing best-in-class POS executions across Grocery, Convenience and Wholesale channels as part of an internal sales meeting.

I took ownership of the creative vision, leading our internal design team from initial concepts through to client presentation. The objective was to translate the excitement of a new product launch into impactful, channel-specific retail solutions that would capture shopper attention, bring the brand to life and demonstrate the commercial opportunity across different retail environments.

The concepts were well received by Mars. Although the launch was subsequently postponed for reasons outside our control, the strength of the original creative work provided a valuable foundation for its eventual return.

When the launch was reactivated, I led the refinement and adaptation of the original designs into final production-ready POS units. This involved incorporating additional client requirements, including promotional pricing, while retaining the creative impact and integrity of the original concepts.

Working closely with our structural cardboard engineers, I also ensured the designs could be translated into practical, structurally sound solutions, balancing creative ambition with material constraints and production requirements.

One example was the Wholesale pallet wrap, developed to deliver strong brand visibility and standout presence within the wholesale environment, supporting the introduction of Maltesers White and its new £1.50 PMP.

The eventual launch was celebrated as a significant cross-functional achievement by Mars Wrigley and its agency partners. The Wholesale Customer Activation Manager shared the launch on LinkedIn, highlighting the collaboration behind the NPD launch. The post attracted over 400 likes, demonstrating the enthusiasm surrounding the new product.