The initiative culminated in an experiential campaign held at the London event last weekend (30-31 August). It was the brand’s largest event at the carnival and featured the Supermalt Bar, which served up four varieties of Supermalt punch.
Custom-made Supermalt ice cream was available to try, while the Chill Out Zone provided a space away from the crowds. Here, guests were able to pick up whistles and temporary tattoos.
The brand also sponsored the Mastermind Roadshow Sound System, which featured acts such as Ms Dynamite and Gyptian.
The experience was supported by the release of Supermalt’s first-ever limited edition bottle in July, as well as out-of-home and social media campaigns.
Kenneth Hansen, international marketing manager for malt beverages at Supermalt’s parent company Royal Unibrew, said: "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 above-the-line 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 reboot, refresh and keep the beat going."
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