Why Mars is using diversity as a ‘creative springboard’ to unlock more effective advertising

Mars Chocolate is on a drive to better represent the diversity of the British public in its advertising and is taking learnings from its latest Maltesers campaign, starring people with a disability, to use the lens of diversity to create more effective advertising.
The maker of Galaxy, Snickers and Milky Way recently won Channel 4’s 'Superhumans Wanted' competition, which offered brands and advertisers the chance to win £1m of the broadcaster’s airtime to develop a creative ide