If you have been watching football lately, you must have come across a flurry of “Made in Black commercials featuring Nigerian artise Phyno, Olamide and Eva. The ad sees the trio in separate takes demonstrate their blackness in a stack reference to the color similarity and theme of Guinness.
Businessday interviewed the Managing Director of Guinness who explained why the trio were chosen.
On the trio
They are unique individuals who are made of more, made of attitude, made of swag and simply Made of Black.
Guinness believes that Phyno is made of attitude, Phyno is #madeofblack, because he dared to be different, standing up to pursue what he believed in; his dream and not wavering till he got it. Phyno went where many could not succeed and has made immense impact in the music entertainment industry.
Olamide is a bona-fide game changer. This he has demonstrated not only in his style of music but in the utter swag with which he delivers his lines and the passion with which he pursues his career.
“You can see and feel the raw energy when he does what he is passionate about. It is that passion we celebrate today.
Eva is also an outstanding example of what we identify with as #madeofblack, her unique style, her courage to venture into the frontlines of a male dominated game and continue to leave an indelible mark with her bold freshness to rap, finesse and resilience, these qualities definitely make Eva an undeniably fitting choice as someone truly #madeofblack.
On Brand repositioning
Adetu said: “It is the dawn of a new era; the rise of a new age of Nigerians; individuals who are not afraid to express themselves with an increasing confidence to carve their own path. Guinness is proud to support this drive by providing a platform that celebrates these aspiring and vibrant generations in their quest to do things differently and live their lives responsibly to the fullest.”
It appears Guinness is positioning itself as a brand for the young at heart and are trying to make an inroad into the younger demographic who very soon will start drinking beer.