Brand context

With a unique product and a premium price that not all can afford, much of Guinness’s success in Africa has been driven by visionary marketing, turning a distinctive liquid into a desirable brand.

Bold messaging, innovative media thinking and distinctive creativity had helped Guinness become one of the most well-known and most iconic brands on the continent. Known as strong, bold beer from a trusted and aspirational brand.

Brief

Evolve the brand to better connect with Africa’s emerging generation and to protect Guinness from increasing competition and changing drinking behaviours.

Objectives

Recruitment was key. We wanted to add 1 million new Guinness drinkers across the continent, with a focus on under 35s and women.

We also wanted to strengthen brand love and to see positive shifts in key image perceptions. Building a more optimistic, creative and inclusive brand, with a deeper cultural connection with its audience.

Black Shines Brightest

Three words that connected the spirit of the emerging generation to the brand.

The idea was support and shaped by the creation of a ‘Guinness Creative Council’. A diverse group of influencers, all based in Africa, with a keen eye on the latest cultural trends.

This manifesto captures the infectious optimism and energy of the idea:

Unknown to many,

Black is not dark.

Black is bright.

Black is bold.

Black is gold.

Black is everything.

Our thing, your thing, my thing, mixed together.

Actually, no, crammed together, jostling together.

Fizzing, exploding with power, creativity and potential.

Black is not being out of the spotlight.

Black is the pure, dazzling concentration of all our spotlights beamed together.

Black is rich, black is unconventional.

So pour yourself a pint of pure optimism.

Pour one for your friends. And together you’ll see.

Black is the brightest colour.