Guinness: Black shines brightest

Guinness, the stout brand, revitalised its image with a campaign in the African market that grew its penetration and increased net sales value by 19%.

Executive summary

Since its arrival on the continent in the 19th century, bold marketing had helped Guinness to become one of Africa's brightest and best-loved brands.

A distinctive product at a premium price, Guinness projected an image of confidence, strength and quality. A sophisticated stout for those out to impress.

By 2021, this was no longer enough.

Growing competition made justifying a premium price more challenging. New drinking occasions threatened the product's relevance. And a changing media environment demanded a smarter approach to brand building.

Most importantly, a new generation of drinkers had arrived with a different energy,...

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