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Guinness launches ‘Black Shines Brightest’ campaign in Seychelles |19 August 2021

Guinness has a long and rich history in Africa and following organic sales growth of Guinness trademark of 32% across the continent, Guinness is launching a new campaign in Seychelles and across key markets in Africa – ‘Black Shines Brightest’.

‘Black Shines Brightest’ is a new Pan African campaign celebrating the iconic black liquid enjoyed all over the continent for over a century. This exciting new campaign is inspired by the bold and unique black beer of Guinness stout and brings together passionate and creative individuals to celebrate the spirit of Guinness and its home across African markets.

Energetic and empowering, the campaign celebrates individuals coming together, fizzing with optimism, creativity and potential. Across the continent, a generation of individuals, inspired by each other and the people around them, are coming together as they unite to take on the opportunities in front of them.

To launch the campaign, Guinness will work with real culture makers from across the continent who demonstrate how Black Shines Brightest in a range of different ways. These individuals will create moments, events and content to be enjoyed by everyone.

o    Local Seychellois top artists embedding the brand in culture by leading the way with music that speaks to the heart of the people;

o    Ghanaian choreographer, Incredible Zigi, who is creating dance challenges that have gone viral around the world;

o    Nigerian artist, Fireboy who is leading the way with his unique Afro-life music, which is inspiring a new generation of music fans;

o    Nigerian designer, Adebayo Oke-Lawal who founded Orange Culture and is breaking the mould of traditional fashion gender categories with a range of androgynous menswear;

o    Tanzanian singer, Nandy, who is changing the face of music by producing the kind of music that speaks directly to her fans;

o    Nigerian Kehinde Durojaye, a self-taught inventor who is pushing boundaries and showing real ingenuity with his incredible jet car made from trash, that can run on land and sea;

o    Nigerian mover and shaker, Prince Nelson Enwerem, who is setting trends and leading the way in culture in Nigeria.

It will launch with an energetic and colourful commercial, featuring these charismatic individuals. Filmed on location in Africa, it is directed by Meji Alabi. Meji is famous for his work with a whole range of incredible artists from Beyoncé and Davido through to Tiwa Savage and WizKid. The music for the commercial has been specially compiled by Chopstix and Zambian rapper, Bombshell, provides the voiceover.

Conor Neiland, managing director of Seychelles Breweries Ltd, expresses that, “Guinness has been an integral part of Seychelles Breweries portfolio for many years and in particular, has enjoyed strong growth over the past 18 months. It is a brand that is rooted in culture and this new campaign fuses creativity, inspiration, and free expression. We are very excited about bringing ‘Black Shines Brightest’ to life in Seychelles and will be supporting with significant marketing investment in the coming months”. 

Comments Alison Elizabeth, Guinness Brand lead, “This is a step change for Guinness here in Seychelles. The ambition of this exciting new campaign is to make Guinness the most magnetic brand in culture, by championing new talent and all those people making waves in culture.”

Look out for more details about how you can be a part of the new ‘Black Shines Brightest’ campaign and find out about Brighthouse Bars that will pop up near you in Seychelles.@Guinnessseychelles

Just like those we are working with, Guinness is bursting with life. It is a flavourful and bold and dynamic beer, sparkling and brimming with energy and exuberance. A beer that has brought a dash of magic to millions in Africa and across the world for over 250 years with the boldness and vision to live life to the full.

Please drink Guinness responsibly – strictly 18/21+ only.


Press release from Seychelles Breweries



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