The malt-flavoured drinks brand has been working with agencies The Bank and Three Halves on the area, located in Emslie Horniman’s Pleasance Park, west London.
Revellers will be able to visit the Supermalt Bar – the only bar in the park – to pick up four varieties of punch. Three will be alcoholic and one non-alcoholic, while the brand will also serve up a specially created ice cream.
Supermalt has also launched a limited edition bottle for the event, which keeps to the original design, but has been updated with carnival colours.
Eon Schreuder, global account director at The Bank told Event that the popularity of the brand with Afro-Caribbean consumers has been reflected in the design of the zone, which has a ‘beach feel’ and will feature a wooden bar, oil drums with parasols and beanbags.
Significant activation for Supermalt
He said the brand, which is also sponsoring the Mastermind Soundstage at the event, is a big household name, however it has not communicated above-the-line until recently.
"We are starting to grow the brand in terms of its presence. This is a big launch – it’s a massive story for them," he said, adding that more activations were planned for Supermalt this year.
Performers from Supermalt’s 'Got It' crew, including breakdancers, and people teaching keepie-uppie football skills, who will be engaging and interacting with visitors on family day.
Kids will also be able to get temporary Supermalt tattoos, featuring the brand’s iconic barley sheaf.
Schreuder added: "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 sound stage and the Supermalt Chill Out Zone, will give carnival-goers the perfect opportunity to re-boot, re-fresh and keep the beat going."
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