Pre-launch hype and cultural content for Guinness Smooth engineered into a national statement under #BlackShinesBrightest.Before the pour hit the shelves, the culture had to feel it. NextCom built the heat that turned a product launch into a national conversation.

THE BRIEF

Guinness Smooth had a refreshed identity and a new product story to tell. They needed a digital content strategy that felt organic, culturally resonant, and far from corporate. They also needed to drive the #BlackShinesBrightest campaign a bold brand statement that needed to become a movement, not just a hashtag.

 WHAT WE DID

We built a two-phase strategy for Q1 2025.

Phase 1 — Pre-Launch: We activated brand ambassador Troy alongside a curated set of influencers to build anticipation with teaser content. No hard sell. Pure vibe. The visual identity of Guinness Smooth was baked into every piece.

Phase 2 — Content Creation & Distribution: We produced mini-documentary content, social media challenges, and vox pops. We hosted and filmed 'Apartment Life' listening party events intimate, real, shareable. Content was distributed across NBS ecosystem channels and through the creatives' own platforms, keeping the brand feel authentic and avoiding the hollow, salesy look of official brand pages.

For #BlackShinesBrightest the results spoke for themselves.

 THE NUMBERS

Mentions:  2,572

Social Media Reach:  9.3 Million

User Generated Content:  2,570 pieces

Interactions:  103,000+

Positive Sentiment:  78% (859 mentions)

Ad Value Equivalent (AVE):  $720,000

A stout. A culture. A movement. NextCom made it happen.