Supermalt: The Curious Case of Benjamin Button

This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target African and Caribbean communities in London, UK.

Supermalt: The Curious Case of Benjamin Button

Principal author: Saad Saraf, Mediareach AdvertisingContributing authors: Sanjay Shan, Ruzanna Merti and Geghani Abramian, Mediareach Advertising

Background:

Supermalt is a leading non-alcoholic and caffeine-free malt drink that has been available in the UK and worldwide for over 25 years. It falls between energy and nutrition drink category. It is considered the iconic founder of the malt drink category in the UK, and has also become synonymous with African and Caribbean culture. It's not a surprise that these consumers groups account for the highest penetration and consumption of the product.

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