Michael Power (character)
Michael Power is an
Creation
In 1999, the marketing firm Saatchi & Saatchi Worldwide was trying to turn Guinness in Africa into what they call a "Lovemark", what they describe as a brand that enjoys "loyalty beyond reason" from consumers.[2] The African market for Guinness at the time was faltering. Saatchi & Saatchi's goal was thus to advertise Guinness to the diverse populations across the continent and to double Guinness sales by 2005.[2] In the words of African Managing Director Eric Frank, "... we had to find what we called the Simple, Universal, Relevant Truth that would persuade a continent to adore Guinness. We expressed it this way: Inside me there's a powerful, heroic, assured person. I want to live my life as that person. When I drink Guinness I become more fully who I am."[2] Celia Couchman, African Marketing Director at the time, provided the answer: an African answer to James Bond with no particulars such as his age or nationality to relegate him to any particular ethnic group or region. Michael Power was born, the brainchild of Steven Shore, who worked at Saatchi & Saatchi in Cape Town. Throughout the entire seven-year campaign, Shore wrote and helped direct the Michael Power series, for both radio and television.[citation needed]
Michael Power campaign
Instead of having Power deliver a straightforward sales pitch, Saatchi & Saatchi starred him as the
The films were popular with African television stations, who aired them as free programming.[4] Power and the campaign that surrounded him are also notable because the advertisements were shot on location in Africa using African actors and crews.[3] Mitchell himself commented (as Power), "We are focusing on stories that bring the true strength of Africa. We want to highlight the way we live, the way we talk, the way we play and the way we do everything that makes us unique as Africans."[5][3]
The campaign worked. Guinness led the African beer market by 50% in 2000.
Critical Assignment
In 2003, Guinness produced the feature film Critical Assignment (French: Engagement critique). Mitchell, credited as Michael Power, stars. The film's focus on the world's water crisis gained endorsement from the United Nations Environment Programme (UNEP) and the film carries their Logo.
Critical Assignment was uniquely shot in five African countries, and engaged only local actors and crew. According to Frank, it is "the largest Pan-African marketing initiative ever undertaken by Guinness Africa".[2]
The film went on to be distributed in the USA and the rest of the world. It opened the NY African Film Festival at the
Adam King campaign
In 2002, Guinness applied the Michael Power formula to Asia with the character Adam King.[8] The campaign featured such tag lines as: "Everyday someone, somewhere achieves something new. Sometimes on a grand, dramatic scale. Sometimes on a more personal scale." As of 2004, Guinness ranked among the top three beer labels in Singapore and Malaysia, with a 20 per cent marketshare across Southeast Asia. Malaysia was the brand's third largest market in the region and sixth largest market worldwide.[9]
"Guinness Greatness" campaign
Diageo, owner of the Guinness brand, cancelled the Michael Power campaign in 2006. They replaced it with the "Guinness Greatness" campaign, which they claim emphasizes the "drop of greatness" in everyone, in contrast to the high-tension heroics of the Power character.[8]
References
- ^ Foster, Jo (17 April 2003). "Africa's very own 'James Bond'". BBC. Retrieved 12 August 2017.
- ^ a b c d e Gibbons, Chris (6 November 2005). "The mark of a loved one: Mystery, sensuality and intimacy ignite endless love". Adfocus. Archived from the original on 22 October 2004.
- ^ a b c d e Obot, Isidore S.; Ibanga, Akan J. "The Globe: Selling booze: alcohol marketing in Nigeria". Institute of Alcohol Studies. Retrieved 6 November 2005.
- ^ Britt, Bill Britt (3 March 2003). "Madison+Vine: Guinness Unspools Feature Film: Brewer bows pic based on character from ad campaign". Archived from the original on 21 November 2005. Retrieved 6 November 2005.
- ^ Ukpaukure, H. (17 December 2001). "When Michael Power came visiting". Financial Standard. p. 36.
- ^ a b c Ogujiuba, Azuka (16 November 2004). "Michael... the power, the charm". This Day. Archived from the original on 15 November 2005.
- ^ Foster, Jo (17 April 2003). "Africa's very own 'James Bond'". BBC News.
- ^ a b Waithaka, Wanjiru (30 August 2007). "Guinness courts football fans in new campaign". Business Daily.
- ^ White, Amy (27 August 2004). "Southeast Asia: Guinness steps up beer label war with Adam King". BrandRepublic.. Archived here, retrieved April 11, 2024.
Further reading
- "Ghana is fifth best in Guinness consumption". Ghanaweb.com. Accra. 27 October 2005. Retrieved 6 November 2005.
- "This Day: Lagos - Michael Power Visits Guinness Distributors". AllAfrica.com. 12 October 2005. Retrieved 6 November 2005.
- Nathan, Darshini M. (13 July 2002). "Adam King portrays Guinness values". The Star. Retrieved 8 November 2005.
- Thompson, Helen (17 March 2014). "How Guinness Became an African Favorite (The stout's success stems from a long history of colonial export and locally driven marketing campaigns)". Smithsonian.
External links
- Critical Assignment at IMDb