Guinness Nigeria Plc Launches “Every Minute Made of Black” Campaign

Guinness Nigeria Plc has unveiled a new campaign to celebrate the football passion that is associated with the English Premier League in Nigeria. The campaign would be the longest in Guinness Nigeria’s history because it would run for 9 months and will end next summer when the last English Premier League game is played.

The campaign is also aimed to reward fans weekly for their devotion to the league.

Guinness has also launched an ad, captioned “Every Minute Made of Black” that illustrates how an average English Premier League fan feels on game day. It demonstrates in an animated form, the intensity, excitement and psychological hysteria in a bar when a match is going and suddenly a goal is scored.

Guinness hired HeyHuman Ad Agency in the UK to produce the ad.

Speaking about the ad and the concept behind it, the company said that Guinness hired them “to develop a suite of commercial to drive, first drink consumption and deliver a unique point of View (POV) that Guinness is the intense beer for the intense football experience.”

The dominant colours in the ad segment were red and blue and purposely chosen because they represent the colours of the top flight English Premier League teams Nigerians support such as Chelsea, Arsenal, Manchester United, Liverpool and Manchester City.

As part of the activation, which took place in Magodo area of Lagos, Guinness organized a novelty match between former Nigerian ex-internationals and media personnel. Olamide, a Guinness “Made of Black” ambassador was on hand to entertain the crowd with some of his hit songs.

According to Kunle Faloye, Senior Brand Manager at Guinness, the campaign is another under the crown cork promotion. For every weekend play, Guinness will be giving away N2 million to 20 consumers as long as they send the minute written under the crown cork to a dedicated code number.

Guinness is hoping to use this promotion to drive sales, especially in the stout category and claim bigger market share from its rival. Guinness is also counting on the fact that the Premier League game induces a certain level of emotion in people, which hopefully translates to more drinks sold.

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