Guinness Africa
Positioning ‘Guinness Foreign Extra Stout’ as an integral part of the football-watching occasion through the lens of Guinness’ new brand ethos ‘everyday magic’.
Everything Is Possible
The campaign paralleled the viscerality of football with Guinness' iconic liquid to evoke a feeling of possibility and wonder. This creative angle gave Guinness a distinct point of difference from competitor brands who typically focus on goals, winning or players.
The campaign was executed across powerful print and digital
formats in key markets across Africa with a strong focus on real fans and their experiences enjoying football.
The TV spot was broadcast across prime time slots before and after Premiere League matches, cementing Guinness as the beer of the football
watching occasion.
