Yinka Olatunbosun writes on how a company ties its product around black, a colour that suggests courage; a virtue that Nigerians are known for
Three Nigerian rappers, Phyno, Olamide and Eva have emerged as ambassadors of the Made of Black campaign by Guinness Nigeria.
Flashing cameras, clinking glasses and the vibrating sound of music accompanied the launch of the new marketing campaign held at the rooftop bar, Beer Hugz, Ikeja Mall, Lagos.
The event saw a team of dynamic professionals who represent the Guinness brand. It was anchored by the stand-up comedian, Bovi. Made of Black is one in the series of Made of More marketing campaign.
The Managing Director and CEO, Guinness Nigeria, Mr. Seni Adetu, spoke on the attributes that constitute black in the sense of the marketing campaign. He said being made of black has no root in skin colour, age, gender, tribe, ethnicity or political affiliations. “Made of Black is about attitude,’’ he said.
The qualities of individuals who are made of black were splashed over the colourful wallpaper at the bar. Smooth, awesome, power, simple, life, on-point, confidence are some of the attitudinal patterns in persons made of black.
The Marketing Manager, Mr. Obinna Anyalebechi, also reiterated that the black attitude belongs to people who are not afraid to express themselves and push boundaries.
A new television commercial was launched. Shot by internationally acclaimed music video director, Sam Brown, the TVC has Kanye West on theme soundtrack. Parallel indigenous versions of the commercial were performed by the three ambassadors with Olamide’s verses in Yoruba, Phyno’s in Ibo and Eva’s in English, and are spread across the audio and online formats.
Guests who could not conceal their excitement all took to the dancing floor to outdo each other digging the steps to the rhythm of the beats. The campaign has since moved to television with a total take over on of MTV Base when celebrities signed up by Guinness stormed the studios to show they were made of black.
The music icons were all also part of the new dramatic 45 seconds campaign. The new commercial also featured ace American music star Kanye West.
Made of Black campaign celebrates Nigerians who are not afraid to express themselves progressively and provides a stage for these individuals to showcase their flair and imagination and share their own Made of Black attitude.
In the new Guinness made of black commercial, Phyno joined by other prominent Nigerian acts, which include Olamide and Eva, expressed why black is more than just a colour.
The cast told their Madeofblack stories in short “Selfie” videos available online. Viewing and listening to their experiences, consumers will also be encouraged to tell their own stories about what they are made of and what makes them ‘special’ as individuals.
In his comments, Phyno expressed his delight at working with Guinness on the campaign with other Nigerian stars while encouraging Nigerians to come out and inspire their peers by demonstrating the best qualities Africans are known to express.
“We are asking real people who have a boldness that cannot be contained. I am made of passion, I am Madeofblack, what are you made of? Share the attitude. Leave your mark,” Phyno challenged.
Espousing the enthusiasm behind the campaign, Head, Consumer Planning and Research, Guinness Nigeria Plc, Ms. Tayo Salami, stated that, “the campaign will showcase a cross section of real people and the true stories behind them. The creative ones, the entrepreneurs, the dancers, the singers, the artists, the dreamers and the doers; people united by their shared attitude.”
She further noted that “Madeofblack is not about the black colour, it is, rather, an attitude that epitomises the individuals who are not afraid to express themselves. Guinness is an iconic beer that is not afraid to express itself either and only Guinness has the heritage, quality and uniqueness to bring this Madeofblack campaign to Nigeria. However, consumers who get on board this unique experience, are encouraged to drink responsibly and not to drink and drive.”
Source: ThisDay Newspapers
