In 2021, Guinness was facing several challenges in Africa.

Growing competition had made justifying a premium price more difficult. New drinking occasions threatened the product's relevance. Most importantly, a new generation of drinkers had arrived with a different energy, style and set of values. There was a danger that Guinness would be tied in their minds to an older, masculine archetype that was no longer recognised or revered.

The brand evolved. Inspired by deep cultural insight and collaboration with its new audience.

We built a creative platform – Made of Black – that captured their spirit and expressed...