Live Up

12 Apr 2016

Following the success of last year’s “Got It” campaign and Notting Hill Carnival activation, The Bank and Supermalt have continued to work together, building on the brand’s position as the UK’s no.1 malt drink.

2016 saw the creation of a new positioning and creative platform for Supermalt, from which the latest campaign has sprung. “Live up” not only nods to the intrinsic quality of the drink, but is also a call to arms to the brand’s core consumer, the Afro-Caribbean community, to enjoy and embrace all the spirit, ambition and optimism each day has to offer.

Launching across the UK on 11th April, the campaign will run in OOH and digital / social media channels.

Matt Cowley, CEO and ECD of The Bank, said: “We are delighted to be working on such a vibrant brand with such a rich heritage. “Live Up” is a natural progression from our “Got It” campaign and embraces the joy for life which sits at the heart of the Afro-Caribbean culture.”