When Black is not Black but a Mindset
By Eunice Nze-Peters
Won’t you rather offer a defense for your position rather than digging the negative stereotypes? People with mischief and untenable positions take refuge in babbles. Is being ‘black’ or ‘coloured’ a negative?
The Guinness campaign says,“Black is an attitude. Black asks why not. Black re-writes the rules. It creates. It’s got swag. And you can bet that it dances to a different beat.
Black believes. Do you? Are you part of the African new wave? A generation that is doing it their way?
Show each other, show the continent, show the world… this is your time to show what you’re made of. Be Made of Black”
The above is the first inscription that welcome visitors to the digital platforms created solely for the latest Guinness campaign launched last year August, ditto for the other native advertisement media.
The new Guinness marketing campaign that commence in August 2014
The campaign celebrates Africa’s talents who embody the idea that black is an attitude and not just a colour. The campaign, which has been criticised by some ‘unlearned’, is adjudged by marketing experts as a ‘beautiful and a unique piece’ of work, and its appeal is universal and classy such that I just couldn’t have enough of it. Maybe, it is coming ahead of its time, but the concept is so timely. Race and colour stereotyping caused major riots in USA and several other places worldwide.
Creative minds know that this latest offering by Guinness targets the younger segment of the black population. That is why Guinness’ theme “Made of Black” links the colour of its beer to the vibrant spirit of young Africans and blacks worldwide.
Even though people can still quote the Guinness first tagline, “Guinness is good for you” that is 83 years old but the Kanye West’s song Black Skinhead infused theme is not likely to leave the lips of the target audience anytime soon.
Although West’s song is very much a socio-political statement and more tuned to aggressiveness, but Guinness’ version is more about creativity and self-love and youthfulness. It also takes the edge off and presents a much more positive message.
The company effectively used the social media as part of the campaign where people were encouraged to share their own #madeofblack stories via a social media program that asked them to share selfies, while answering the question “What are you made of?”
Guinness is a recognised brand in several African countries, having been brewed in Nigeria since 1962, and sales from African accounts for 35% of worldwide sales. The marketing strategy used for the black continent has been different from the ones used in other continent. While past African campaigns celebrate heroism and brawn in the seven-year Michael Power campaign in Africa, it focuses on its traditional Irish roots and pub culture in the British Isles.
Building on the Made of More slogan employed in this ad, Guinness Africa contracted youth oriented musicians like Fuse ODG and Phyno to spread the world via social media.
Another score point for the brand is that the campaign celebrates black not just as a continent, but as a mind-set and a way of life. Little wonder it featured Nigerian rap artist Phyno who raps in his local Nigerian dialect, Kenyan dark skinned model Ajuma, South African skateboarder Thabo Nage and Botswanan rockers Botswana Bikers.
“There is always a downside to every campaign; one only needs to look deep to find out” and I agree with him; why do many older generation say that can’t ‘catch up’ with the lyrics? Maybe, they need to catch up with the humongous demographics of beer drinkers today. Majority carries the vote.
In as much as the concept is a good one, I think the theme made of black is too obvious especially for those that are likely to make literal interpretations of the campaign message. What this means is that this set of minds would not be excited by a reminder of something they are already seeing, exactly the way it is.
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