Guinness aims for African success with new beer created especially for the continent

Guinness is aiming to continue its booming popularity in Africa by launching its first new product from within the continent for 10 years, Guinness Africa Special.

The beer - billed as containing "natural African extracts" - will initially launch in Nigeria with an 80 second film, ‘Alive Inside’, and an out of home campaign. The West African country has been the world’s biggest market for Guinness since it overtook the UK in 2011.

Created by AMV BBDO, the ad sees a series of energetic dancers and performers creating a pattern inspired by Ankara fabric appearing across the ground and walls. The talent featured hail from Nigeria, Ghana and Kenya and include both well-known and new figures.

"Modern Africa is filled with an unprecedented energy and creativity," said Guinness global marketing manager Chris Laidlaw. "The new generation of drinkers are forging their own paths and identities. A continent that’s alive inside now has a drink to match."

Nigeria saw economic growth of 6.3% in 2014, while its population has grown from 122m in 2000 to 182m in 2015. According to UN projections, this figure will be 400m by 2050, by which time it will have overtaken the USA as the world’s third largest country.

Given these figures, the potential in the country for Guinness is enormous.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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