Malt drink brand Supermalt, which enjoys 75 per cent market share, has selected the three winners in its "Design Your Can" competition.
The campaign called up-and-coming creatives from within the Supermalt community to design their own 500ml Supermalt can for the brand. Launched in collaboration with The Windrush Generation Legacy Association, the competition created an opportunity for emerging artists from the Global Majority - who are often underrepresented – to be spotlighted. The winning designs are rolling out now into independent retailers through wholesale from Booker, Wani's, Dhamecha and Bestway. 150,000 cans of each winning design have been produced and will be distributed across all participating stores.
The competition received over 300 entries from Supermalt fans across the UK. The winners were selected by a judging panel, made up of creative industry experts as well as representatives from WGLA and Supermalt: Mark Miller, former Director at Tate Learning, Lindsay Brown, Marketing Manager at Supermalt UK, Delyth Lindo, Community Engagement Manager (WGLA), Daniel Grace, Founder of Creator of Art, Damel Carayol, Artist and Musician and Digital Artist Baraka Carberry, who has worked creatively with TFL and Avanti West Coast Trains.
Chosen for their creativity and originality, the winning designers were:
Celebration of Culture theme – Sâde Popoola
Community theme – Joyce Zengamambu
Supermalt Memory/ Personal Association theme – Mabutho Msimanga
Tobi Ikusemori, Trade Marketing Executive for Supermalt commented:
“Supermalt is synonymous with Afro-Caribbean heritage, culture and community. The Design Your Can competition offered an exciting opportunity to platform emerging designers who are often underrepresented – from within the Supermalt fanbase or Global Majority community. We were blown away by the creativity, passion, and love shown through all the entries. The three incredible winning artists impressed the judges with their bold designs, powerful stories, and unique reflections of community, culture, and personal connection to Supermalt.”
As well as having their designed cans on sale, the prize package for the winner included a mentoring programme, one-year Tate Gallery Membership, an iPad Air, Apple Pencil Pro and MacBook Pro.