Guinness Smooth has officially launched its groundbreaking new campaign, ‘Make It Yours’, a bold initiative designed to inspire the next generation to reimagine their world through creativity, self-expression, and community-driven collaboration.
A Night of Creativity and Inspiration
The campaign made its highly anticipated debut on Friday, March 21, 2025, at the Next Media Park in Kampala, where Uganda’s most innovative minds, including fashion enthusiasts, musicians, and artists, gathered for a night of immersive experiences. The event embodied the essence of creativity, featuring live music, fashion showcases, poetry, and art installations, all curated to reflect the spirit of the ‘Make It Yours’ movement.
At its core, ‘Make It Yours’ is a powerful message urging creatives, dreamers, and trendsetters to take what inspires them and make it uniquely their own. The campaign highlights the values of self-expression and community, spotlighting the transformative journeys of two visionary brands: Uganda’s Denim Cartel and Nigeria’s Waffles and Cream.
Both brands exemplify the art of reimagination, demonstrating how they have harnessed their creativity to redefine fashion and culture while building thriving creative communities in Africa.
Guinness Smooth’s Legacy of Bold Expression
Guinness Smooth has long been associated with bold, meaningful experiences, and ‘Make It Yours’ pushes these boundaries further by embracing the boundless creativity of the next generation.
One of the key collaborators in this initiative is Troy Elimu, the visionary designer behind Denim Cartel, making him one of only two creatives across Africa partnering with Guinness Smooth on this transformative project. His work in street fashion—blending bold storytelling, sustainability, and innovative design—perfectly captures the essence of the campaign.
Speaking about the significance of the campaign, Elizabeth Mutamuliza, Head of Beer at Uganda Breweries Limited, emphasized how ‘Make It Yours’ aligns with Guinness Smooth’s mission:
“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.”
A Bold New Look for a Bold New Era
To complement this spirit of reimagination, Guinness Smooth has also unveiled a vibrant and expressive new pack design, reflecting its bold new identity. While the look has evolved, the same great-tasting liquid remains unchanged, crafted to perfection with the signature smooth balance of roasted barley and sweet malt.
A Star-Studded Launch Event
The launch event was a sensory feast of fashion, music, and art, featuring:
- An exclusive fashion showcase curated by Denim Cartel, unveiling a limited-edition collection inspired by Guinness Smooth’s bold new aesthetic.
- Electrifying live performances from Tai Dai Xppressions UG and Elijah Kitaka.
- Immersive fashion installations by Fix by Oringa, Nunu the Creative, and Murembo Collection.
- Interactive experiences designed to spark inspiration and encourage self-expression.
- A high-energy DJ lineup featuring Kamali, DJ Sesse, and DJ Alza, who kept the crowd on their feet until the early hours of the morning.
Join the Movement!
As Guinness Smooth embarks on this exciting new chapter, the brand invites everyone to be part of the movement, embrace the spirit of reimagination, and make creativity their own.
Stay tuned for more collaborations, exclusive collections, and interactive experiences as Guinness Smooth continues to inspire the next generation of creatives across Africa!
