Developed in the 1960s, Supermalt & malt drinks were originally used by the Nigerian Army as a dietary supplement to re-energise the troops. Supermalt sales spread across Africa and the Caribbean throughout the decade, arriving in the UK in 1978. It has always been a family drink used as a nourishment form. Its unique flavour makes it the ‘Marmite of drinks’. One thing was for sure: the people who love it are fierce loyalists and are, without doubt, the most passionate advocates out there.

We secured a key area for Supermalt at Horman Pleasance Park through our connection with the Notting Hill Carnival. During its peak time, over 1 million people walk through this area.

The challenge was that Supermalt has a very diverse audience, from the older generation right down to young children, so how can we appeal to the young families out there and give them a safe space to play and enjoy?

Also, the true beauty of Supermalt is when the drink is served ice cold and chilled, storage in an order carnival is extremely difficult.

 This is when Three Halves came up with the Supermalt Ice Cream. Not only can it be stored easily, and we can serve several hundreds of units in one day, but during a hot Carnival day, it was the perfect product to tease people into trying Supermalt.

Initially, the idea didn’t go down too well, but we persevered, and with our ice cream partner, we decided to make it ourselves. We presented at the annual brand meeting, and from that moment, there was no turning back – the words were, ‘how many units can we order?!’

Not only did we sell over 1280 units of ice cream and gave the opportunity to over 508 trials of Supermalt, but it became the central focal point of Supermalt’s summer activities.

Have a look at another Supermalt experiential event here - The Supermalt Art Exhibition.