Guinness
The Challenge
Guinness aimed to attract high-end ABC1 consumers by positioning itself as a premium brand while maintaining its heritage and connecting across all touchpoints year-round.
The Approach
We connected with high-end consumers by celebrating African culture through Guinness’ creativity and individuality. Using bespoke OOH sites with backlit and DOOH storytelling, we amplified the “Black Shines Brightest” campaign in key strategic locations.
The Result
Guinness saw an 18.3% increase in brand love, with impressions surpassing 250 million and 77% reach of target consumers. Social media mentions exceeded 300K, driving growth in key brand metrics.
