Supermalt is set to launch its biggest on-pack promotion to date with ‘Superwins’, running from 15 June to 24 August 2026 across its classic Supermalt and Supermalt Less Sugar 330ml bottles.
The campaign gives consumers the chance to win from a prize pool of more than 4,000 rewards, including cash prizes, Deliveroo vouchers, a year’s supply of Supermalt and branded merchandise. Prizes have been selected to reflect the brand’s ‘Come Together’ tagline, encouraging connection, shared experiences and celebration.
Each promotional bottle features a unique code under the cap. Shoppers can enter by scanning the QR code on pack or visiting the ‘Superwins’ microsite directly, entering their code and details to find out instantly whether they have won.
The prize pool includes 10 £1,000 cash prizes, with at least one guaranteed to be won. Other rewards include 1,000 £10 Deliveroo digital vouchers, 500 £2 digital vouchers towards a future Supermalt purchase, 25 one-year supplies of Supermalt and 2,500 packs of Supermalt-branded playing cards. While all prizes are available to be won, not every prize is guaranteed to be claimed.
Winning bottles will be available through participating wholesalers and independent retailers. To support the promotion in store, Supermalt will roll out ‘Superwins’ POS throughout the campaign period. The brand will also be active at trade days and depots across June, offering retailers additional support including POS, discounts and free stock.
The promotion follows the success of Supermalt’s 2023 ‘Scan to Win’ activity and comes as the brand continues to see sustained growth after five consecutive years of sales increases. Running across the brand’s best-selling SKUs, ‘Superwins’ offers broader reach and a larger prize line-up than previous campaigns.
Consumer awareness will be driven by a social media campaign across Instagram, TikTok and Facebook, designed to boost engagement and encourage participation throughout the summer.
