Supermalt’s Got It

15 Jan 2015

For over 60 years, Supermalt has been a staple product in the shopping trolleys of the UK’s Afro-Caribbean community, boasting a huge and loyal base of consumers that many brands would kill for. To ensure the brand stays in touch with its millennials, The Bank launched the “Got It” campaign, targeting a new generation.

The “Got It” campaign was inspired by the insight that grandma always had Supermalt in the fridge and dad always had it on a Sunday, that it was entrenched in their normal day-to-day life. By exploring the magnetism between the social generations, the idea was born that “you either got it or you don’t”. Our creative department developed this insight, translating it into the modern context of “swag” whilst at the same time creating a bridge and giving proper recognition to older consumers.