Notting Hill Carnival

With over a million visitors, London’s Notting Hill Carnival is second only to Brazil's Rio Carnival in size. It’s considered to be the largest street event in Europe.

 Whilst Notting Hill Carnival is rooted in Caribbean culture, with its Windrush-generation influence remaining strongly evident, it is at the same time characteristically ‘London’ – today's modern London.

Both Supermalt’s existing long-serving consumers and their new and prospective ones lie at the heart of the brand’s DNA. The strategy to involve Supermalt with The Notting Hill Carnival has been designed to present the brand with the opportunity to be a part of an event that has so much cultural relevance to a large proportion of their core consumer groups, as well as a new, untapped segments within the carnival.

 Supermalt’s involvement with the Notting Hill Carnival also signalled the brand’s intent and willingness to give something back, in the form of a memorable experience, in exchange for the devotion and support shown to the brand by its consumers. Additionally, The Notting Hill Carnival offers Supermalt the opportunity to prospectively accelerate its consumer growth and reach plans, with the chance to make an impression on potentially more than 1 million people from different ethnic, financial and social groups.

Being a part of the carnival couldn’t be about setting up a promotional stand or plastering the billboards with our creatives. Instead, we integrated into the event in an authentic and true form. And to do this, we selected The Mastermind Roadshow Sound System to partner with.

The Mastermind Roadshow has been a part of The Notting Hill Carnival for over 30 years. As one of the most recognised sound systems at The Notting Hill Carnival, it can attract up to 2,000 during its busiest sets.

The vision behind the Mastermind Roadshow is to perpetuate growth as a leading sound system that uses music as a social and cultural medium to empower all, thus embracing diversity and fostering community cohesion. Throughout its 30 years, it has had a host of artists international and UK-based acts perform on their stage, including Tine Tempah, Amy Winehouse, and Ms Dynamite.

 In conjunction with the Mastermind partnership, through our relationship with the Notting Hill Carnival Trust, we secured Horniman’s Pleasance as a hub where we could set up the Supermalt Pavilion – a place where everyone from all age groups can come together to relax, be entertained and of course enjoy some Supermalt.

The 3 days were packed with fun, energy and positive vibes and resulted in:

• Pre-event engagement of 8.4%

• On day engagement of 21%

• Post engagement of 13.5%

Overall, we had over 8,800 people come through to our Pavilion with over 4,200 Supermalt trials.

This was the biggest activation the brand has done since its birth and has now become its main experiential event throughout the year.

We are truly proud of what we have created – from the concept, technical execution, operations, and logistical plan to the social media delivery. Full credit must go to our entire team, partners, and extended events team that helped bring this together piece by piece.

You’ve seen the pictures; now read how we innovated the Supermalt drink to bring a new demographic to the brand through the Supermalt Ice Cream.