How have the Guinness brands become integrated into Nigerian social life and cultural moments beyond just consumption?

Guinness is now a connector — a catalyst for meaningful social interactions across various regions and demographics. Our influence in football culture, especially through our flagship brand Guinness, is a testament to this. As a long-standing broadcast sponsor of the English Premier League in partnership with DSTV, we’ve brought the thrill of the beautiful game to life in over 800 bars across the country — and into more than 60 million Nigerian homes. For over a decade, Guinness has made match days more than just games; they’ve become communal experiences.

Can you recall a time when a campaign or a brand moment became bigger than just the product?

One standout moment was in 2013, during the Africa Cup of Nations hosted in South Africa. It was a time when the whole country rallied behind the Super Eagles, and Guinness was right at the heart of it. As the official alcoholic beverage partner of the national team, we launched the Fly With the Eagles campaign to reignite national pride. We collaborated with renowned Nigerian artists like Flavour, Waje, Bez, and Illbliss to create a rousing theme song that quickly became a national anthem. We also flew 200 passionate fans to South Africa on an all-expenses-paid trip to support the team.

But the momentum didn’t stop there — we set out to break the Guinness World Record for the largest national jersey. Nigerians from all walks of life signed their messages of support

as the giant jersey toured major stadiums. On February 28, 2013, the jersey officially set a new world record at the Teslim Balogun Stadium in Lagos — just 18 days after Nigeria clinched the AFCON title with Sunday Mba’s winning goal. It was a powerful, emotional moment that went far beyond marketing. It was one of those Only Guinness Can Do moments — where the brand became a unifier and a symbol of national pride.

How has Guinness navigated and embraced trends in entertainment and sports to maintain its iconic status?

Guinness has consistently led the way by embracing cultural shifts and elevating storytelling to connect with Nigerians

on a deeper level. A great example is the unforgettable Greatness campaign — My Friend Udeme — which didn’t just advertise a product, but told a story that resonated across class, culture, and creed. The line “…at the end of the day, friendly lights guide him home, and so we gather at the bar, let the beer see the sky, he says…but not for too long” became iconic — a shared language for many.

Then came Made of Black in 2014 — a campaign that tapped into the pulse of a younger, more expressive Nigeria. We teamed up with cultural powerhouses like Olamide and Phyno to celebrate individuality, creativity, and bold self-expression. It was more than

an ad campaign; it became a movement that encouraged young Nigerians to redefine greatness on their own terms. By aligning with emerging trends in music, art, and entrepreneurship, Guinness not only stayed

relevant — it became a symbol of identity and confidence for a new generation.

Today, as we say, Black Shines Brightest. What better way to describe iconic status? Our readers would like to know more about you as the Marketing Director of this legendary company with legacy brands.

Thank you — it’s an honour to serve as Marketing and Innovations Director for Guinness Nigeria, a company that holds such a special place in the hearts of Nigerians. I’ve spent my career building brands and telling stories that resonate with people, but working on a portfolio like ours — with legacy brands like Guinness, Malta Guinness, and Orijin — is truly special.

What inspires me daily is the role our brands play in people’s lives. Whether it’s a cold Guinness over football with friends, a Malta Guinness shared with family, or a celebratory Orijin at the end of a long day — we’re present at meaningful moments. For me, marketing isn’t just about campaigns; it’s about cultural impact. It’s about finding that sweet spot between honouring tradition and driving relevance in today’s fast-moving world.

As a leader, I believe in creativity with purpose — building bold, inclusive brands that speak to the Nigerian spirit. I’m proud of the work we’re doing and even more excited about what lies ahead. There’s so much more story to tell — and we’re just getting started.

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