Guinness: A Softer Power Star



While we’ve recently focused on soft power successes from new FMCG brands, it’s important not to forget the established players. For us, Guinness is a prime example. Their overarching ‘Made of more’ banner celebrates their belief that what you get out of life reflects what you put in.

Launched in 2012, the campaign has seen Guinness create a variety of market-specific narratives that convey the core message while tapping into local appeal. From spots for four nations ahead of the 2014 rugby internationals to the 2016 #MadeOfFootball ad for Guinness Africa, their messaging is made more powerful by incorporating regional variation.


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