Mars Wrigley Confectionery-owned Maltesers is highlighting the secret ‘Sisterhood Code’ with a new campaign fronted by celebs Judie Love and Angela Scanlon which shines a spotlight on the small, unspoken moments that help women support one another through life’s ups and downs.
As part of the brand’s ‘Look on the Light Side’ platform, Maltesers has unveiled new research that reveals how unspoken signals help women navigate everyday situations – from awkward conversations to quietly backing each other up – often without needing to explain.
The study of 2,000 women found the behaviour is deeply embedded in culture, with half (50%) saying they’ve shared a ‘knowing moment’ with a complete stranger – and one in five reporting they’ve formed this silent connection within minutes of meeting someone new.
These acts of quiet solidarity happen on average three times a week, often without a single word being spoken. These everyday acts of support reflect the importance of connection and community, echoing Maltesers’ long standing partnership with Comic Relief, which supports organisations working with women and families across the UK.
The quick “Are you okay?” check-in: a wordless welfare gesture that 48% of women use to silently ask if a friend needs support.
The clothing rescue: tucking in a label (42%) or warning of a wardrobe malfunction (41%) without a word being spoken.
The bathroom bond: telling someone if there’s no loo roll in the cubicle (41%) or flagging a makeup smudge (40%), proof that sisterhood extends even to life’s smallest frustrations.
The research shows that these connections are a major mood-booster: 80% of women agree that a moment of shared humour or a small gesture from another woman can instantly turn a bad day into a better one.
Together, Love and Scanlon have brought the Sisterhood Code to life in a short film, capturing the quick, unspoken moments women instantly recognise – from ‘the look’ to stepping in without being asked.
Mars Snacking UKI marketing director Emma Thornton said: “These moments are a language all of their own – a look, a gesture, stepping in without being asked. It’s how women support each other every day, often without a single word. For 90 years, Maltesers has celebrated these small but powerful moments – because when someone just gets it, it brings connection, humour and a chance to look on the light side together.”
Maltesers is also celebrating its long-standing partnership with Comic Relief. Over 15 years, the partnership has raised more than £8m, to support organisations working with women and girls to help them thrive in today’s world. This year, Mars Wrigley is donating £500,000 to the charity.
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