Guinness: Made of Black

This case study shows how Guinness, an alcoholic drinks brand, explored what being black means in Africa in order to reinvent the brand to young people.

Guinness: Made of Black

Tim Whirledge, Alex Lewis and Lilian Sor

Campaign details

Client: GuinnessAgency: AMVBBDOBrand: Diageo

Summary

This is a paper about making a bold choice. It's a paper about how Guinness saw beyond colour, to expose the power in what being black means in Africa and reinvent the brand for a new generation of drinkers. This is also a tale of strategy influencing the execution, to make sure we didn't just say we were black, but demonstrated it too.

The black stuff in Africa. The original 'Glocal'

Our story begins back in the...

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