A football experience that reignited a brand

Guinness in the relegation zone

Guinness was no longer the ‘beer of football’ and the brand’s emotional connection with drinkers was in decline. Its reputation with young people as a dark, difficult liquid was at odds with the lively joy of watching football. Suddenly, Guinness seemed out of touch with the cultural shifts shaping a new generation of African drinkers and football fans.

People first insight

We know that football in Africa isn’t simply a passion, it’s an essential outlet for the stress of daily living. Not about rivalry or aggression; it’s an immersive, playful, inclusive, unpredictable experience uniting all different types of people for a moment of joyful release.

Unusual Everyday™ Idea

Just like football in Africa, Guinness is surging with energy, vibrancy and celebration. Guinness Night Football brought this synergy to life by letting people experience the taste of Guinness though football, as the only beer that can match, and even enhance, the beautiful game.

Across the continent, Guinness Night Football lit up the night and brought people together. With leading names in football, music, fashion and entertainment, Guinness Night Football reflected the powerful creative culture being spearheaded by young African men and women.