As Guinness looked to grow relevance among next-gen African drinkers, it needed to translate its bold brand world into meaningful in-bar experiences, moving beyond top-down messaging to drive engagement and rate of sale in on-trade environments.
Behavioural Insight
Gen Z across Africa are rewriting the rules in a world not built for them. Injecting identity, creativity and meaning into every moment, they expect brands to co-create, not just communicate.
Idea
We created “Make it Yours”, a co-created in-bar experience that turned venues into platforms for self-expression.
By working with the trade and local Gen Z taste-makers, we transformed bars into interactive brand spaces – featuring co-designed décor, community-led performances and content-ready moments that invited drinkers to shape the experience themselves. This shifted Guinness from something you simply order to something you actively participate in, driving deeper engagement at the point of consumption.
