Black market: New Guinness campaign targets African youth
New Guinness Africa ad launches 'Made of Black'

Black market: New Guinness campaign targets African youth

Africa – In its new Made of Black campaign Guinness is targeting the African youth market.

Article/16376 #1
New Guinness Africa Ad (2014) – #MadeofBlack

Africa – In its new Made of Black campaign Guinness is targeting the African youth market.

The centrepiece of the campaign is a slick two-minute advertisement set to Kanye West’s song Black Skinhead. A flashing collage of images is interspersed with headlines such as ‘Black is not a colour’, ‘Black creates’ and ‘Black got swag’. 

The ad, which was launched on 27 August 2014 on MTV Base as part of a five-hour Guinness takeover of the channel, features African performers and artists expressing what Guinness calls ‘their own #madeofblack story and attitude’.

The campaign, which attempts to tie the Guinness identity as a black beer to certain aspects of black music and culture, will continue with a social media selfie programme that invites celebrities and influencers to share their own Made of Black stories. The campaign is fronted by Fuse ODG, a British musician of Ghanaian descent.

Guinness’ locally driven marketing campaigns have helped make it Africa’s favourite beer. The Diageo-owned brand is responsible for nearly half of the beer sold on the continent, according to Quartz.

For more on the economic growth-presenting opportunities for African entrepreneurs, read our Insight Behaviour piece.

Discover More News
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN