Globally recognised beverage brand, Malta Guinness has announced that it has signed African rap god, Sarkodie, as its brand influencer in Ghana.

The leading non-alcoholic brand in Ghana revealed it also signed other superstars in Ghana as part of a broad initiative to encourage Ghanaians between the ages of 18-24 to see the value in its products. The stars will go on to feature in a campaign that will run on all social media platforms for a period of four months.

Labelled the “Enjoy a World of Goodness”, it will feature the likes of Sarkodie, Sister Derby, Naa Ashorkor, Regina Van-Helvert, Dr Vanessa Mensah-Karbo, Aaron Adatsi, e.t.c.

The campaign will be brought to life through a series of experiential activations and pop-cultural immersions lead by Sarkodie and other celebrities.

“These are people who have so much to offer their followers and so it makes perfect sense that a brand like Malta Guinness would partner them to inspire their followers to be the best versions of themselves” said the Marketing & Innovation Director at Diageo, Samori Gambrah.

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The Enjoy a World of goodness will champion the mental, physical and general well-being of Ghanaians.

“Turning 30 years, gave us the impetus of starting the journey of driving meaningfulness among 18-24 demography through culture, partnerships and influencers. Our focus is to grow penetration and salience to establish Ghana as the biggest Malta Guinness market in Africa” said the Marketing Manager of Guinness Stout and Malta Guinness at Diageo, Samuel Dery.

It made mention how it facilitated conversations via digital and PR channels encouraging Ghanaians to celebrate their own through the “Rekognize” campaign.

“Ghanaians believe Ghanaians aren’t supportive of each other. This the brand sought to bring to this to the fore and facilitate a new normal. It sparked a consciousness to turn things around," it concluded.