Supermalt ⎯ Celebrating culture. Amplifying Identity
FMCG
Brief
Supermalt wanted to rejuvenate its presence among African and Afro-Caribbean communities in the UK, audiences for whom the drink is a cultural staple. With rising competition and shifting habits among younger consumers, the brand needed a bold, culturally intelligent refresh.
Strategy
We built a full-funnel integrated strategy that reignited pride and relevance. Using our multicultural segmentation tools, we identified high-potential neighbourhoods, community hubs, digital touchpoints, and cultural events where Supermalt could authentically reconnect with its core audience.
From standout OOH across London transport, to festival activations at Notting Hill Carnival, sampling programmes, PR moments, digital storytelling, and refreshed in-store visibility, we reintroduced Supermalt where culture gathers and celebrates. We also modernised the brand’s digital presence, elevating its website experience and strengthening its visibility across search, social and retailer platforms.
Results
The result was a revitalised brand with stronger cultural relevance, higher visibility and renewed loyalty across its heartland communities.
18%
Lift in brand favourability among younger Afro-Caribbean consumers
12m+
Total campaign impressions across OOH, digital, PR, festivals & sampling
2x
Increase in website traffic after digital refresh and cultural marketing burst
More Works
(MRA — 02)
©2024
Supermalt ⎯ Celebrating culture. Amplifying Identity
FMCG
Brief
Supermalt wanted to rejuvenate its presence among African and Afro-Caribbean communities in the UK, audiences for whom the drink is a cultural staple. With rising competition and shifting habits among younger consumers, the brand needed a bold, culturally intelligent refresh.
Strategy
We built a full-funnel integrated strategy that reignited pride and relevance. Using our multicultural segmentation tools, we identified high-potential neighbourhoods, community hubs, digital touchpoints, and cultural events where Supermalt could authentically reconnect with its core audience.
From standout OOH across London transport, to festival activations at Notting Hill Carnival, sampling programmes, PR moments, digital storytelling, and refreshed in-store visibility, we reintroduced Supermalt where culture gathers and celebrates. We also modernised the brand’s digital presence, elevating its website experience and strengthening its visibility across search, social and retailer platforms.
Results
The result was a revitalised brand with stronger cultural relevance, higher visibility and renewed loyalty across its heartland communities.
18%
Lift in brand favourability among younger Afro-Caribbean consumers
12m+
Total campaign impressions across OOH, digital, PR, festivals & sampling
2x
Increase in website traffic after digital refresh and cultural marketing burst
More Works
(MRA — 02)
©2024
Supermalt ⎯ Celebrating culture. Amplifying Identity
FMCG
Brief
Supermalt wanted to rejuvenate its presence among African and Afro-Caribbean communities in the UK, audiences for whom the drink is a cultural staple. With rising competition and shifting habits among younger consumers, the brand needed a bold, culturally intelligent refresh.
Strategy
We built a full-funnel integrated strategy that reignited pride and relevance. Using our multicultural segmentation tools, we identified high-potential neighbourhoods, community hubs, digital touchpoints, and cultural events where Supermalt could authentically reconnect with its core audience.
From standout OOH across London transport, to festival activations at Notting Hill Carnival, sampling programmes, PR moments, digital storytelling, and refreshed in-store visibility, we reintroduced Supermalt where culture gathers and celebrates. We also modernised the brand’s digital presence, elevating its website experience and strengthening its visibility across search, social and retailer platforms.
Results
The result was a revitalised brand with stronger cultural relevance, higher visibility and renewed loyalty across its heartland communities.
18%
Lift in brand favourability among younger Afro-Caribbean consumers
12m+
Total campaign impressions across OOH, digital, PR, festivals & sampling
2x
Increase in website traffic after digital refresh and cultural marketing burst
More Works
©2024