Creative agency Saatchi & Saatchi Cape Town has announced the release of a hip-hop inspired music video TV commercial for Malta Guinness, which forms the center piece of an all-new integrated marketing communication campaign in Ghana; Nigeria; Cameroon; Kenya; and Tanzania.
The latest commercial, which commenced on TV networks last week, will essentially distinguish Diageo Africa’s non-alcoholic beverage Malta Guinness from other malt drinks.
“The desire is to create an appeal amongst potential drinkers, both inside and outside of the malt category. When consumers are looking for a nutritional complement, Malta Guinness offers much more than an ordinary soft drink, which provides no nutritional advantage,’ says Graham Cruikshanks, Saatchi & Saatchi Deputy MD.
“Through a specially composed hip-hop track, Malta Guinness provides fun advice on how to be better, do more, and reach higher. Throughout the campaign, motivational slogans are sung or appear that suggest things like – “Get to the top’; “Go the distance’; “Love Yourself’; and “Rise Above’.’
Producers from Africa and Pulse Music in New York combined forces with Saatchi & Saatchi to ensure the freshest possible sound for commercial music track, which will also be heard on radios and dance floors across the country in the coming months. In addition, other high profile marketing events include an outdoor campaign; point of purchase materials; refreshment sampling; and dance events.
The campaign follows on from the highly successful Malta Guinness Street Dance Africa – a Pan-African dance competion and TV initiative that incorporates some of the competition’s winning stars, and keeps within the vibrant genre of dance and hip-hop.