Some Ghanaian celebrities have been appointed as brand influencers for Ghana’s leading non-alcoholic malt beverage brand – Malta Guinness.
Sarkodie and other celebrities will feature in a new campaign that will run on social media platforms for a period of four months, that seeks to reach the 18- 24 demography.
The campaign christened “Enjoy a World of Goodness” is expected to inspire and motivate audiences to feel and be their best, be positive and have hope about themselves and their world.
Rooted in the brand’s philosophy of creating a can-do attitude in its consumers, the Enjoy a World of Good campaign kicks-off August 2020 and will be brought to life through a series of experiential activations and pop-cultural immersions lead by Sarkodie and other celebrities.
Apart from Sarkodie, renowned actress and radio personality Naa Ashorkor Doku Mensah, musician Sister Derby, YOLO actor Aaron Adatsi, television host Giovani Caleb, celebrity TV presenter Regina Van- Helvert and medical practitioner and show host Dr Vanessa Mensah- Karbo, will also represent the Malta Guinness brand for the campaign period.
“These are people who have so much to offer their followers and so it makes perfect sense that a brand like Malta Guinness would partner them to inspire their followers to be the best versions of themselves,” said the Marketing & Innovation Director at Diageo, Samori Gambrah.
Malta Guinness has built a reputation of being a youthful, exciting and energetic brand. As it grows and evolves, the brand seeks to establish itself as a leader in Africa.
“Turning 30 years, gave us the impetus of starting the journey of driving meaningfulness among 18-24 demography through culture, partnerships and influencers. Our focus is to grow penetration and salience to establish Ghana as the biggest Malta Guinness market in Africa” said the Marketing Manager of Guinness Stout and Malta Guinness at Diageo, Samuel Dery.
Last year to commemorate its 30th anniversary, Malta Guinness facilitated conversations via digital and PR channels encouraging Ghanaians to celebrate their own through the “Rekognize” campaign.
This Campaign was hinged on an insight that “Ghanaians believe Ghanaians aren’t supportive of each other. This the brand sought to bring to this to the fore and facilitate a new normal. It sparked a consciousness to turn things around.
The ‘Enjoy a World of Goodness’ campaign activities will champion the mental, physical and general well-being of Ghanaians. It is also part of a number of activities Guinness Ghana is championing through its iconic brands as part of the company’s 60thanniversary celebrations this year.