Guinness Smooth has officially launched its bold new campaign, ‘Make It Yours’, inviting the next generation to reimagine their world through creativity and community-driven collaboration. The campaign debuted in a high-energy event on Friday, March 21, 2025, at Next Media Park in Kampala, bringing together Uganda’s most dynamic creatives, fashion enthusiasts, and music lovers.
At the heart of ‘Make It Yours’ is a call to creators to take what inspires them and make it their own. The campaign champions the magnetic values of self-expression and community, featuring inspiring stories from two visionary brand founders Uganda’s Denim Cartel and Nigeria’s Waffles and Cream. Both brands showcase their journey of reimagination, demonstrating how they’ve harnessed their vision to shape their futures and build thriving creative communities.
Guinness Smooth has long been synonymous with bold, meaningful experiences, and ‘Make It Yours’ elevates this by embracing the boundless creativity of those shaping the future. Troy Elimu, the visionary designer behind Denim Cartel, is one of only two creatives across Africa collaborating with Guinness Smooth on this dynamic project. His transformation of street fashion into an art form, redefining style through bold storytelling, sustainability, and design, perfectly embodies the campaign’s spirit.
Elizabeth Mutamuliza, Head of Beer at Uganda Breweries Limited, highlighted the significance of the campaign, stating: “Guinness Smooth has always been about bringing people together over rich, meaningful experiences. ‘Make It Yours’ is our boldest step yet, an invitation for the next generation to take ownership of their creativity, shape new narratives, and celebrate community in exciting ways.”
Taking influence from this same spirit of reimagination, Guinness Smooth has introduced a more vibrant and expressive pack design, reflecting its bold new identity. While the look has evolved, it remains the same great-tasting liquid, crafted to perfection with the smooth balance of roasted barley and sweet malt.
The launch event was a fusion of fashion, music, poetry, and art, featuring an exclusive fashion showcase curated by Denim Cartel, unveiling a limited-edition collection inspired by Guinness Smooth’s bold new identity. The evening also featured electrifying performances from Tai Dai Xppressions UG, Elijah Kitaka, immersive fashion installations by Fix by Oringa, Nunu the Creative, and Murembo Collection, and interactive experiences designed to spark inspiration and self-expression.
The Night ended on a high with DJ mixes from Kamali, DJ Sesse and DJ Alza. As Guinness Smooth embarks on 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.
