The mass migration of Afro-Caribbean people to the UK during the 1950's and 1960's (the 'Windrush Generation', who came to the UK to help fill Britain's post-war labour requirements), and the resulting population growth during the 1970's as they settled and started families, led to Supermalt becoming an integral part of the Afro-Caribbean diet. Traditional Caribbean fruit and vegetables were often expensive and hard to find, and Supermalt provided a cheap source of B-Vitamins and nutrition.
Supermalt is loved by Afro-Caribbeans from all generations – mothers often give it to their children from the age of 7 or 8, thus ensuring a natural development of new consumers. Many people talk about how when they were growing up, "Supermalt was ALWAYS in the fridge". It is consumed for a number of reasons, including the reason that it gives older Afro-Carribeans a feeling of a product from the place they were born. Furthermore, Supermalt can almost always be found at an Afro-Caribbean party! The packaging has changed little over the years, as consumers tell us they love the heritage of the product and don't want 'their drink' to change.
We are delighted that Supermalt has decided to use fully wrapped taxis to support the brand both in Central London, and the Afro-Carribean spiritual home of Brixton and surrounding areas. Black Cab Advertising always talk about the taxi driver as being an integral part of any deal, as they are in effect the brand ambassador. For this particular campaign we cherry picked a driver to absolute precision. As you can see from the pictures the driver fits the bill perfectly...he was born in Jamaica, lives in Brixton, and most importantly is under strict instruction from his 88 year old aunt to buy regular supplies of Supermalt, it keeps her young!
This campaign is a perfect illustration of how a taxi campaign works to perfection...great product, superb creative, driver as brand ambassador, and weekly purchase of product.Back