Guinness: Black shines brightest

Guinness, a beer brand, built a creative platform that captured the spirit of the young African generation to increase consumption amongst this target group.

Campaign Summary

In 2021, Guinness was facing several challenges in Africa.

Growing competition had made justifying a premium price more difficult. New drinking occasions threatened the product's relevance. Most importantly, a new generation of drinkers had arrived with a different energy, style and set of values. There was a danger that Guinness would be tied in their minds to an older, masculine archetype that was no longer recognised or revered.

The brand evolved. Inspired by deep cultural insight and collaboration with its new audience.

We built a creative platform – Black Shines Brightest – that captured their spirit and expressed...

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Insights Team
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