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Guinness grabs African ticket

Guinness is ramping up its efforts to become the biggest beer brand by value in Africa with the launch of a continent-wide advertising campaign.

Under the tagline “The Ticket”, the campaign will be broadcast across east and west Africa via television, social media, radio and outdoor media from this month.

Jeremy Kanter, regional marketing director of Guinness Africa, said: “This pan-African campaign aims to portray the iconic status of Guinness which is embedded in local culture and African hearts and minds.

“With a heritage of just under 200 years in Africa alone, the people proudly count Guinness as their own.”

The television advert represents the first time Guinness has filmed in Nigeria and, according to Diageo, tells the story of “young men stepping up to life’s challenges and being recognised for doing so by family and community – a powerful sentiment which has strong resonance with men across Africa”.

Guinness has recently returned to growth in Nigeria, according to Diageo’s year-end results to 30 June 2011, aiding an 11% net sales increase for the UK-based company’s beer brands in Africa.

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