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Supermalt launches carnival promotion

Supermalt celebrates carnival season with ‘Sun Caps’ instant-win promotion

Posted by faye.stammers | 23 July

This summer, Supermalt is launching their biggest ever on-pack promotion, offering consumers the chance to win one of six holidays to famous carnival locations.

After joining forces with TLC Marketing to create the campaign, anyone who purchases a promotional six-pack of Supermalt could win one of three holidays to Trinidad or one of three European holidays to Rotterdam. Customers can also win Supermalt-branded snapback caps, T-shirts and, those with a real dedication for the nation’s number one malt drink can collect 20 bottle caps to claim their own Supermalt branded bottle opener.

Tying in with its ‘Live Up’ brand positioning, the campaign is being communicated on-pack and via www.supermalt.com. Customers simply have to enter their unique code online to find out if they are a lucky winner. 

There are six holidays in total up for grabs, with three chances to win a Caribbean holiday to Trinidad Carnival featuring 2 x premium economy return flights, 5 nights in a 4* hotel, spending money and allowance for transfers from/ to destination airport. For the second tier of holiday, there are three Rotterdam Carnival breaks featuring 2 x return flights from the UK, 2 nights in a 4* hotel, spending money and allowance for transfers to/ from the destination airport. 

As part of the third tier of prizes, Supermalt is giving away x75 branded snapbacks and x75 branded T-Shirts worth £15.95 each, as well as Supermalt branded bottle openers.

Neil Lunn, Trade Marketing Manager at Supermalt, said. “The celebrations, music and general festival themes resonate with our iconic brand and the launch of the on-pack promotion and wider site activation will help to drive this opportunity for operators. We have run summer promotions and competitions for a number of years, seeing a significant uptake, particularly with the on-going ‘Live-up’ campaign. This year’s promotion is our biggest and best yet”.

Leon Young, Business Development at TLC Marketing, said, "It’s been 40 years since Supermalt arrived in the UK and this summer-time carnival campaign ties in perfectly with the celebrations. Supermalt has a rich heritage and today, people still have a genuine affinity and love for the brand. We are proud to have helped bring Supermalt's 'Live Up' brand story to life and we can't wait to see this campaign unfold over the coming months".

Customer journey:

  • After purchasing a promotional six-pack of Supermalt, customer opens bottles to unveil their unique code under each cap
  • Customer then visits the Supermalt Carnival website at www.supermaltcarnival.co.uk, enters their unique code and personal details
  • The website then tells them if and what they have won

Those who have won a holiday will be contacted by the TLC Marketing Customer Services team to agree travel arrangements. T-Shirt and snapback merchandise winners must enter their email address on the website to receive their prize and collectors of 20 bottle caps must take a picture of their collection and upload a photograph to the website. All holiday winners must claim their prize by 30th November 2018.

TLC Marketing is responsible for the campaign concept as well as web development including creative, copywriting and end-to-end design. Throughout the promotion, TLC Marketing’s Client Services are managing the entirety of the campaign whilst the Customer Services team are responsible for prize fulfilment.

The campaign is running in the UK across 200,000 packs of Supermalt SKU’s meaning there are 1.2 million individual chances to win. 

For any press enquiries contact Emma Critchley, PR and Marketing Manager at TLC Marketing, via email emma.critchley@tlcmarketing.com or phone 020 7725 6029.

About Supermalt.

Supermalt is non-alcoholic and caffeine free. The brand is owned by Danish drinks company Royal Unibrew, Scandinavia’s largest beverage exporter which has been specialising in the malt drink category for more than 140 years. Supermalt UK Ltd, Royal Unibrew’s UK subsidiary, markets and distributes the brand in the UK. Supermalt is extremely popular with the London Caribbean community.

About TLC Marketing 

TLC Marketing Worldwide specialises in loyalty programmes, incentive and reward campaigns, allowing brands to outpace their competition for a fraction of the cost of price led alternatives. TLC Marketing UK is the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade 2016. In 2016/17 they won a number of awards for their work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.