Guinness

Immersing Guinness in culture

Guinness
Ghana Celebrate Independence

Integrated campaign

BRAND RELATIONSHIP

From "Casual Acquaintance" to "Teammate"

KEY BEHAVIOUR

Get people, with a shared Ghanaian identity, to drink Guinness together.

KEY BARRIER

National Consumer Promotions lack credibility with many consumers simply not taking part as they don't believe they will win.

KEY COMPARISON

American Independence Day (4th July) - a national holiday that transcends other public holidays by celebrating the past and present of their nation as a whole.

GHANA CELEBRATE INDEPENDENCE

Get people, with a shared Ghanaian identity, to drink Guinness together by offering them a once in their lifetime opportunity to win a plot of land and celebrate their home country, Ghana.

Whilst the promotion has only recently ended and awaiting final results, it received all round praise from government officials to consumers alike. The Minister of the land spoke about how supportive the government were of the activity and lauded Guinness for giving Ghanaian, no matter what creed or region, the chance to be independent.

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