Guinness has, historically, been a patriarchal brand in Africa. But times have changed and with an ambition to recruit 1 million new drinkers, they needed to find a way to connect in a meaningful way with a younger audience and women.
People first insight
Through Guinness’s association with football, we saw an opportunity to influence culture and perceptions of the brand simultaneously by challenging gender inequality. We spoke to dozens of top-flight female footballers in Cameroon, many of whom achieved success without the home support. We discovered that it was often the matriarchal figures that held the greatest sway on everyday life; like whether or not a daughter would be allowed to play football.
Unusual Everyday™ Idea
Her Home Advantage brought to life the difference that the active support of family, particularly from matriarchal figures, could make in enabling women to live their dreams.
Elder generations, mothers and aunts were brought together to watch their daughters and nieces playing competitive football, a support lacking until then. The power of these real-life acts of approval amongst female elders was captured and amplified by fans, ordinary people, Cameroonian figure heads and influencers.
This moment became a trigger for a nation-wide conversation about the acceptable roles for women in Cameroon. A debate amongst giants of the game was used to further engage football fans and the population, and a special edition Guinness bottle raised funds for an ongoing mentorship programme.
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