How Guinness “Black Shines Brightest” campaign inspired sales rise across Africa
By Joseph Ekeng
Guinness, the renowned global brewer, has experienced tremendous success in Nigerian and other African markets since the launch of its “Black Shines Brightest” campaign. According to a recent report by Marketing Week, the campaign has attracted over 1.5 million new customers to Guinness in Africa since its inception in 2021, leading to an impressive 19.9% growth in net sales.
The primary objective of the campaign was to elevate Guinness’ presence in 2021, particularly among younger consumers. Collaborating with agency AMV BBDO, the brand embarked on a mission to gain 1 million new drinkers across the continent, with a specific focus on individuals under the age of 35 and women. The strategy involved challenging existing perceptions and increasing the brand’s relevance by creating an optimistic and inclusive image.
To achieve this, the teams delved deep into the “new Africa,” conducting expert interviews and semiotic cultural analyses to gain insights into consumer attitudes. This research informed the development of a new creative platform called “Black Shines Brightest,” which was created in collaboration with the Guinness Creative Council, a group of influential individuals. The platform was simultaneously launched in Nigeria, Kenya, Uganda, Tanzania, and Ghana in August 2021.
The campaign’s reach was amplified through various avenues, including sponsorship of TV coverage of Premier League fixtures and Big Brother Nigeria, which reached an impressive 34 million households. Additionally, an outdoor campaign was launched, accompanied by the creation of “Bright Houses,” interactive spaces where creatives could come together, enjoy a pint, and exchange ideas. Nigerian rapper Fireboy DML and Tanzanian singer Nandy contributed to the campaign by creating content centered around the “Black Shines Brightest” theme and leveraging social media to expand its reach.
The impact of the campaign was remarkable. Guinness experienced a 10.9% increase in customers across its five key African markets, welcoming 1.5 million new drinkers. Spontaneous brand awareness saw a growth of over four percentage points, while net sales value surged by 19% compared to 2020 levels. In the first six months alone, paid media reached over 100 million consumers.
The campaign’s performance exceeded industry standards across all key performance indicators (KPIs), including salience, positioning, campaign statements, and conversion to trial. In Nigeria, the impact was four times higher than the norm, contributing to Guinness receiving the prestigious Marketing Week Award for Multichannel Marketing.
Guinness’ “Black Shines Brighter” campaign has not only brought remarkable success to the brand in African markets but has also served as a testament to the power of innovative marketing strategies. By immersing themselves in the cultural landscape of the region and challenging perceptions, Guinness has managed to captivate a new generation of consumers, leaving a lasting impact on the continent’s brewing industry.
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