Beginning immediately in Africa, Guinness will re-air its common advert “Brothers,” which debuted in 2022 and captures the infectious ardour of Miracle and Abidemi, who host social gatherings to observe soccer in a Nigerian viewing heart.
Later this month in Asia, the model will unveil “Replay,” in regards to the relatable frustrations of Premier League followers in Korea who should dodge spoilers from video games because of the time zone distinction.
Every of the adverts tells a narrative distinctive to that local people whereas conveying a relatable sentiment about fandom. Guinness has a historical past of doing this in its promoting, resembling with 2014’s “Sapeurs” a couple of group of elegantly dressed Congolese males that turned “one of our most successful” commercials, Dasgupta stated.
Like “Sapeurs,” Guinness goals for these new tales to have wider international enchantment: “We believe these will travel … because the truths are universal,” Dasgupta added.
Drink responsibly, followers
Guinness can be the Premier League’s official non-alcoholic beer, so accountable consuming messages might be interwoven all through its marketing campaign.
In “Eriskay,” for instance, the gamers drink pints of Guinness 0.0.
This continues the model’s method of selling its flagship drink and non-alcoholic model aspect by aspect throughout key advertising and marketing moments. Final 12 months, Guinness 0.0. was the hero of its St. Patrick’s Day marketing campaign.
