As part of its Premier League sponsorship, Guinness has unveiled a new campaign for Guinness Foreign Extra Stout.
The marketing drive aims to put “real” Premier League fans at the heart of the story and strengthen brand recognition of Guinness as the official beer of the Premier League across “key” markets, including Africa and Asia.
Devised by creative agency VML UK, the campaign features a documentary-style hero spot, directed by Arthur Neumeier.
It was shot in Kenya using a combination of 16mm analogue film and digital footage.
The spot follows “matchday fandom as it’s really lived”, featuring a gospel service, a fan who designs and makes his own kits and a salon creating football-inspired braids.
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“The best way to tell this story was to let fans lead it,” said Somnath Dasgupta, global marketing director at Guinness.
“Football fandom gives people a space to really belong, and that feeling is built as much in the shared emotions and rituals around matchday as it is in the game itself. With ‘Guinness Extra’, we’re boldly elevating the fan experience by putting real Premier League supporters at the centre of the story, in a way that reflects the same ‘Extra’ character Foreign Extra Stout is known for.”
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