)
)
Guinness Smooth has officially unveiled its bold new campaign, ‘Make It Yours’, urging the next generation to reshape their world through creativity and community collaboration.
The campaign kicked off on Friday, March 21, 2025, at Next Media Park in Kampala, where Uganda’s top creatives, fashion enthusiasts, and music lovers gathered.
At the heart of the campaign is a call for creators to take what inspires them and make it their own. It celebrates the values of self-expression and community, featuring stories from visionary brand founders like Troy Elimu of Uganda’s Denim Cartel and Nigeria’s Waffles and Cream. These brands showcase how their journeys of reimagination have allowed them to build thriving creative communities and shape their futures.
)
)
)
)
Guinness Smooth has long been known for offering bold, meaningful experiences, and ‘Make It Yours’ takes this a step further by embracing the creativity of those shaping the future.
Troy Elimu, the designer behind Denim Cartel, is one of only two African creatives collaborating with Guinness Smooth on this project. His work, which transforms street fashion into an art form through bold storytelling, sustainability, and design, perfectly embodies the campaign’s spirit.
)
Elizabeth Mutamuliza, Head of Beer at Uganda Breweries Limited, spoke about the campaign's significance: “Guinness Smooth has always been about bringing people together through rich, meaningful experiences. ‘Make It Yours’ is our boldest step yet, inviting the next generation to own their creativity, create new narratives, and celebrate community in exciting ways.”
In line with this reimagination, Guinness Smooth has introduced a vibrant new pack design, reflecting its bold identity. Although the look has evolved, it still maintains the same great taste, blending roasted barley with sweet malt for a smooth finish.
The launch event blended fashion, music, poetry, and art. Highlights included a fashion showcase by Denim Cartel, unveiling a limited-edition collection inspired by Guinness Smooth’s new identity.
The night also featured electrifying performances from Tai Dai Xppressions UG, Elijah Kitaka, and immersive fashion installations by Fix by Oringa, Nunu the Creative, and Murembo Collection. Interactive experiences encouraged inspiration and self-expression.
The event ended with high-energy DJ sets 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.