GUINNESS
TV
AND...
The effect of this commercial extended way beyond sales of bottles of beer. It is now common parlance when young Nigerians suggest a night out for them to say “Are you coming out with Udeme?” Indeed the Governor of Calaba (the region from which the unusual name “Udeme” comes from) personally thanked the CEO of Guinness Africa (after whom Udeme was named) for bringing honour to the area.
Around tables in bars across West Africa, when people raise their glasses, the toast they invoke is “To the sky”. Finally, the Chief of the Ibu Tribe, one of the largest in Nigeria, thanked Guinness for giving the young men of his country hope. It apparently caught the zeitgeist of a nation.
