Guinness Smooth has introduced a new brand identity and announced partnerships with prominent Ugandan creative talents ahead of its new ‘Make It Yours’ campaign launch at Next Media Park in Kampala, Uganda media outlet PML Daily reports.

During a press event, Elizabeth Mutamuliza, Head of Beer at Uganda Breweries Limited, described the campaign as “a bold call to the next generation to reimagine their world,” adding that the initiative celebrates self-expression, style, and boldness—themes reflected in the brand’s updated visual identity.

Key Influencer Partnerships

The campaign features a diverse group of Ugandan cultural figures, including musician Azawi, artist Elijah Kitaka, fashion entrepreneur Troy Elimu (known as Denim Cartel), style tastemaker Real Hommie, and music producer Axon.

Denim Cartel, one of only two African collaborators working on the campaign at a continental level, plans to debut a limited-edition collection inspired by the brand’s new identity during the launch event.

For Real Hommie, this represents his first major brand endorsement, while Axon transitions from previous work with Guinness to an official influencer role.

Campaign Launch Details

According to PML Daily, the launch event promises multiple creative elements, including Denim Cartel’s fashion showcase, live performances from Ugandan artists and DJs, and interactive installations focused on creativity and self-expression.

Additional campaign information will be available on Guinness Africa’s social media channels, where the brand encourages audience participation using the hashtag #MakeItYours.

Guinness has already executed successful campaigns in Nigeria: “Black Shines Brightest” and “Bright House,” both led by Cynthia Ufele, recently hired by Diageo to head influencer marketing efforts in South, West, and Central Africa.

Ad spend in Africa’s influencer marketing sector is forecasted to reach $206M this year, growing at an annual growth rate of 8.33% to a projected market volume of $308M by 2030.