Event Review: A Look Back at Supermalt at the Carnival

(first published in FMBE Magazine Autumn 2017)

Following on from last summer’s “Got It” Notting Hill Carnival experiential activity, The Bank Agency, brought Supermalt to the carnival once again, with an immersive experience in the heart of the festivities.

Promohire had wrapped and supplied a bespoke vintage Citroen H-Van. Promohire had modified the van to include chilled facilities for the drinks and a place to serve them from. The van had the added bonus of underpinning the logistics of the event. Around the van, brand ambassadors offered out samples of the beverage along with whistles in the heavy footfall area.

Either side of the van were different Supermalt branded gazebos offering an array of tasty food. Directly behind it was the Mastermind stage.

I caught up with Neil Lunn, Trade Marketing Manager at Royal Unibrew UK on site to talk about the #Liveupsummer tour.

On the first day of Notting Hill Carnival, the Carnival King and Queen, supplied by Hel’s Angels along with Supermalt’s office team, who had come along to help, had handed out over 600 samples. The Carnival King and Queen’s main aim was to chivvy up the party and add to the atmosphere as well as encouraging festival revellers to have their picture taken with a cut out frame for Instagram activity and sharing their photos on social media using the relevant hashtag. Anyone sharing pictures of Notting Hill Carnival via Snapchat also had the option of adding a Supermalt Live Up tour filter to the picture – which I discovered when I shared a picture of the van with my friends.

The Supermalt van had been kitted out with speakers on the roof and played music from Hoxton Radio, Supermalt’s sponsor. After receiving a sample, carnival goers could enjoy the drink at the Mastermind Stage just behind. The location helped attract passers-by with a whole host of DJ’s working the decks all through the day and into the night.

Supermalt’s Summer reach out has been via a series carnivals including Manchester and Nottingham as well as Notting Hill.  Promohire was engaged with The Bank for the full tour. Coinciding with the tour, limited edition bottles with different designs have been available to purchase in store.

By Harriet Cramer