With a bold new look and an even bolder attitude, Guinness Smooth is redefining self-expression and taking things to the next level. In an exciting press launch held on Tuesday evening, the brand unveiled a dynamic lineup of creative minds who personify the bold, disruptive and creative energy of the new-look Guinness smooth.
This unveiling sets the stage for an even bigger moment, the launch of the ‘Make It Yours’ campaign, happening on Friday, March 21, 2025.
The ‘Make It Yours’ campaign is a bold call to the next generation to reimagine their world and make it theirs. Speaking at the influencer reveal event, Elizabeth Mutamuliza, Head of Beer at UgandaBreweries Limited, shared the brand’s vision for this new era.
“A lot is changing for Guinness Smooth this season. We’ve always stood for boldness, style, and effortless smoothness, but we’re now elevating that with a fresh new look and an exciting new campaign. Guinness Smooth is all about self-expression, making bold choices, defining your own style, and owning your moment. And to bring this vision to life, we’ve partnered with an incredible lineup of trailblazers who embody the spirit of Guinness Smooth.”
The newly unveiled creative collective features some of Uganda’s most dynamic talents, including: Azawi, a powerhouse in music and culture, setting trends with her unique sound and bold personality, Elijah Kitaka, a multi-talented artist pushing boundaries in the Ugandan music scene, Troy Elimu aka DenimCartel, a fearless force in fashion and one of only two Africans collaborating on this campaign at a continental level, Real Hommie, a rising star and fashion tastemaker defining urban style and Axon, a visionary music producer shaping Uganda’s music industry.
Each of these influencers shared their excitement about joining the Guinness Smooth family:
Denim Cartel expressed, “I’m thrilled to collaborate with Guinness Smooth on the Make It Yours campaign, it’s a dream come true to work with a brand that champions creativity and self-expression. This partnership is about reimagination, and I can’t wait to showcase how I’ve made it mine through fashion!”
Azawi shared, “Guinness has been part of my journey from the start. This is more than just an endorsement, it’s a celebration of boldness, creativity, and authenticity.”
Elijah Kitaka remarked, “Guinness Smooth represents everything I stand for, boldness, individuality, and the freedom to express yourself. I can’t wait for the public to see what we have in store.”
Real Hommie added, “This is my first big brand endorsement, and I couldn’t have asked for a better partner than Guinness Smooth. It’s a huge milestone for me.”
Axon reflected, “I’ve worked with Guinness before, but stepping into an official influencer role is a whole new level. I’m excited to bring my creativity into this partnership.”
The ‘Make It Yours’ campaign launch will be a high-energy celebration of culture and creativity at Next Media Park in Kampala. The event will feature an exclusive fashion showcase curated by Denim Cartel, unveiling a limited-edition collection inspired by Guinness Smooth’s bold new identity.
The evening will also include live performances from some of Uganda’s top artists and DJs, immersive art installations, and interactive experiences designed to spark inspiration and self-expression. As Guinness Smooth steps into this exciting new chapter, the brand invites everyone to be part of the movement and embrace the spirit of reimagination.
For more information on the ‘Make It Yours’ campaign, follow @Guinness_Africa on Instagram and Facebook, and join the conversation using #MakeItYours.
