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.
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.