Supermalt dresses up for carnival season
18 Sep 2015
The Bank was commissioned to create a 360 campaign that embodies the spirit of carnival.
It all started with the release of Supermalt’s first ever limited edition bottle and pack that hit shelves nationwide in July and will run until September 2015. Since the release of the limited edition design, the brand has seen a significant uplift in sales and the bottle has proved very popular with the target audience.
August saw the release of the OOH campaign called “Carnival’s Got It”, which tells the story of Supermalt and Notting Hill Carnival hitting the streets of London around the same time 3 decades ago.
Despite the less than sunny weather, The Bank and Supermalt spent the summer bank holiday weekend celebrating in Notting Hill with their largest ever event at Carnival. Supermalt brightened the moods of soggy Carnival goers by serving up 4 varieties of Supermalt punch, custom made Supermalt ice-cream and giving away thousands of whistles and temporary tattoos at the Supermalt Chill Out Zone. Supermalt also kept everyone moving at the Mastermind Sound System with acts from all over the world, including Ms. Dynamite and Gyptian. The “Got It crew” entertained the crowds with breakdancing and football skills. As always at carnival, spirits were high and the event was a huge success and a great ending to Supermalt’s carnival campaign.
Kenneth Hansen, International Marketing Manager, Malt Beverages at Royal Unibrew, “We are delighted that our ‘Carnival’s Got It’ campaign for Supermalt has resonated so well with our target audience. Our limited edition packaging and ATL embrace all that is so special about The Notting Hill Carnival – a key date in the calendar for our consumers. Carnival represents the light-hearted spirit, liveliness and inclusive character of the Supermalt brand. Our sponsorship of the Mastermind Roadshow Sound System and the Supermalt Chill Out Zone, gave carnival goers the perfect opportunity to re-boot, re-fresh and keep the beat going!”