Guinness brand wanted to penetrate the African beer market to grow volume and recognition. Guinness Launched Critical Assignment – a short movie series staring Mitchell (Michael Power) as a hero of a series of mini-adventures.
Based on the critical assignment campaign, CPMS conceived and orchestrated Nationwide Events, Public Viewing Centers for up to 6000 at a time, Roadshows, Sampling, Sales and Exhibitions, rewarding thousands of consumers and bringing the brand alive.
The campaign worked. Guinness led the African beer market. Guinness sales increased hugely, two years ahead of schedule.
Power’s face became one of the most recognizable in Africa