Michael Power (Guinness character)
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Michael Power is an advertising character, the cornerstone of a massive marketing campaign by Guinness to promote its products in Africa. The character is played by actor, model, and spokesman Cleveland Mitchell, who was born in Jamaica and raised in Great Britain. It is one of the most well-known alcohol advertising campaigns in Africa.
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[edit] Creation
In 1999, the marketing firm Saatchi & Saatchi Worldwide was trying to turn Guinness in Africa into what they call a "Lovemark"; that is, a brand that enjoys "loyalty beyond reason" from consumers.[1] 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."[3] 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.
[edit] Michael Power campaign
Instead of having Power deliver a straightforward sales pitch, Saatchi & Saatchi starred him as the hero of a series of mini-adventures on radio and television. The adverts, averaging three to five minutes in length, place Power in various action scenarios, where his resourcefulness and virility allow him to escape from danger or rescue the damsel in distress. Beginning in 2002, other adverts have featured the character in more domestic scenarios, such as attending a surprise party or guiding taxi cabs to illuminate a street festival with their headlights. His catchphrase, "Guinness brings out the power in you!"[4] thus casts the beer in the same positive light as the strong, virile, triumphant hero..[4]
The films are popular with African television stations, who air them as free programming.[5] Power and the campaign that surrounds him are also notable because the advertisements are shot on location in Africa using African actors and crews.[4] 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."[6]
The campaign worked. Guinness led the African beer market by 50% in 2000. Brand recognition reached a reported 95%, and volume growth rose up to 50% in some markets. Guinness sales doubled by 2003, two years ahead of schedule.[2] Power's face is now one of the most recognisable in Africa, as it adorns billboards, cardboard standees, posters, and television advertisements in African countries where Guinness is sold. Mitchell, dressed all in black, makes numerous personal appearances as Power each year, visiting television and radio stations, newspapers, and Guinness breweries and distributors. His fame is such that his appearances receive extensive news coverage,[4] and many news services do not realize that he is merely a fictional character.[7] Guinness does its best to hide this fact and has even constructed a detailed public persona for the character: He is in his mid-30s, single, was born in Africa, but was raised and educated in the United States.[4][8] Consequently, many Africans speculate wildly about Power's country and village of origin. He answers questions with sloganlike ambiguity: "Nigerians should always believe in themselves . . . . They should hang in there and always believe that our best days are always ahead of us. Never give up on your dreams".[9] When questioned about his background, the actor gives vague answers such as "I am a man of Africa".[9] One admirer in Douala remarked, "He makes us feel that we too can do things that other people can admire."[10]
In 2003, Guinness took this campaign to a new level with the film Critical Assignment (French: Engagement critique). Mitchell, credited as Michael Power, stars as the Power character on a mission to stop a corrupt African politician from buying weapons with money stolen from government water projects. Assignment is a typical action film, although its use of African locations, actors, and crews is a rarity in big-budget films of the genre. According to Frank, it is "the largest Pan-African marketing initiative ever undertaken by Guinness Africa".[3]
In 2002, Guinness applied the Michael Power formula to Asia with the character Adam King.
[edit] Notes
- ^ Roberts, Kevin, CEO of Saatchi & Saatchi Worldwide, quoted in Gibbons.
- ^ a b Gibbons.
- ^ a b Quoted in Gibbons.
- ^ a b c d e Obot and Akan.
- ^ Britt.
- ^ Power, Michael, quoted in Ukpaukure, H. (17 December 2001). "When Michael Power came visiting". Financial Standard, p.36. Quoted in turn in Obot and Akan.
- ^ See Ogujiuba for one example.
- ^ Koendermann.
- ^ a b Ogujiuba.
- ^ Foster.
[edit] References
- Britt, Bill (2003). "Guinness Unspools Feature Film: Brewer bows pic based on character from ad campaign". Madison+Vine. Accessed 6 November 2005.
- Foster, Jo (17 April 2003). "Africa's very own 'James Bond'". BBC News. Accessed 6 November 2005.
- 27 October 2005. "Ghana is fifth best in Guinness consumption". Ghanaweb.com. Accessed 6 November 2005.
- Gibbons, Chris (14 May 2004). "The mark of a loved one: Mystery, sensuality and intimacy ignite endless love". Adfocus.co.za. Accessed 6 November 2005.
- 12 October 2005. "Michael Power Visits Guinness Distributors". Lagos: This Day. Accessed 6 November 2005.
- Koenderman, Tony (24 May 2002). Power to your elbow". Financial Mail. Accessed 6 November 2005.
- Nathan, Darshini M. (13 July 2002). "Adam King portrays Guinness values". The Star. Accessed 8 November 2005.
- Obot, Isidore S., Ph.D., M.P.H., and Ibanga, Akan J., M.Sc. (2003). "Selling booze: alcohol marketing in Nigeria". The Globe. Accessed 6 November 2005.
- Ogujiuba, Azuka (16 November 2004). "Michael . . . the power, the charm". Accessed 8 November 2005. This Day.
