Guinness has emerged as the largest beer market in Africa, leveraging targeted advertising campaigns that often exploit traditional notions of masculinity. These campaigns frequently portray men in aspirational roles, emphasizing strength, camaraderie, and social status, which resonate deeply with local cultures.
Critics argue that such marketing tactics reinforce gender stereotypes and pressure men to conform to specific ideals, raising concerns about the broader societal implications of these portrayals in a region where alcohol consumption is closely linked to masculinity and social identity.
Citations:
[1] https://www.guinness.com/en/our-craft/guinness-advertising
[2] https://www.adweek.com/brand-marketing/guinness-wants-to-be-soccer-fans-favorite-beer-as-it-debuts-premier-league-partnership/
[3] https://www.campaignlive.co.uk/article/seven-classic-guinness-ads-across-decades/1444979
[4] https://www.campaignlive.co.uk/article/gay-guinness-ad-ran/1863010
[5] https://www.youtube.com/watch?v=rE1lIdtDs2g
[6] https://www.diageo.com/en/news-and-media/press-releases/2024/guinness-makes-its-premier-league-debut-with-biggest-ever-global-campaign
[7] https://www.daily-sun.com/printversion/details/449031
[8] https://tradingeconomics.com/china/imports-of-logs-lumber