Reconnected an icon with a passion

Client

Guinness Africa, Diageo

The work

Led ‘Guinness: Raise Your Game’ as part of Guinness’ largest ever Africa activation, reaching 63 million consumers.

Results

• Took Guinness in Africa from scattered local activity to one brand idea, Raise Your Game, within 12 months.
• 63 million consumers reached across the continent in 6 months.
• Brand awareness up from 63% to 85%.
• In-bar penetration up from 59% to 65%.
• The largest Guinness activation ever run in Africa.

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