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Michael Power (character)

January 01, 1970

Michael Power is an advertising character (played by Cleveland Mitchell), the cornerstone of a large marketing campaign by the beer company Guinness to promote its products in Africa from 1999 to 2006. By 2003, it became one of the best-known alcohol advertising campaigns in Africa. Jo Foster of the BBC referred to Power as "Africa's very own 'James Bond'".[1]

Michael Power in Critical Assignment, 2003

Creation edit

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 edit

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!"[3] thus casts the beer in the same positive light as the strong, virile, triumphant hero.[3]

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. 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 became one of the most recognisable in Africa, as it adorned billboards, cardboard standees, posters, and television advertisements in African countries where Guinness is sold. Mitchell, dressed all in black, made numerous personal appearances as Power each year, visiting television and radio stations, newspapers, and Guinness breweries and distributors. His fame was such that his appearances received extensive news coverage,[3] and many news services did not realize that he was merely a fictional character.[6] Many Africans speculated about Power's country and village of origin. Mitchell, as Powers, answered questions with slogan-like 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".[6] When questioned about his background, the actor gave vague answers such as, "I am a man of Africa".[6] One admirer in Douala remarked, "He makes us feel that we too can do things that other people can admire."[7]

Critical Assignment edit

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 Lincoln Center for the Performing Arts in New York City, as well as won the Jury Prize for best Feature Film at the Hollywood Black Film Festival.[citation needed]

Adam King campaign edit

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 edit

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 edit

  1. ^ Foster, Jo (17 April 2003). "Africa's very own 'James Bond'". BBC. Retrieved 12 August 2017.
  2. ^ a b c d e Gibbons, Chris (6 November 2005). . Adfocus. Archived from the original on 22 October 2004.
  3. ^ 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.
  4. ^ Britt, Bill Britt (3 March 2003). . Archived from the original on 21 November 2005. Retrieved 6 November 2005.
  5. ^ Ukpaukure, H. (17 December 2001). "When Michael Power came visiting". Financial Standard. p. 36.
  6. ^ a b c Ogujiuba, Azuka (16 November 2004). . This Day. Archived from the original on 15 November 2005.
  7. ^ Foster, Jo (17 April 2003). "Africa's very own 'James Bond'". BBC News.
  8. ^ a b Waithaka, Wanjiru (30 August 2007). "Guinness courts football fans in new campaign". Business Daily.
  9. ^ 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 edit

  • "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 edit

  • Critical Assignment at IMDb  

January 01, 1970
michael, power, character, michael, power, advertising, character, played, cleveland, mitchell, cornerstone, large, marketing, campaign, beer, company, guinness, promote, products, africa, from, 1999, 2006, 2003, became, best, known, alcohol, advertising, camp. Michael Power is an advertising character played by Cleveland Mitchell the cornerstone of a large marketing campaign by the beer company Guinness to promote its products in Africa from 1999 to 2006 By 2003 it became one of the best known alcohol advertising campaigns in Africa Jo Foster of the BBC referred to Power as Africa s very own James Bond 1 Michael Power in Critical Assignment 2003 Contents 1 Creation 2 Michael Power campaign 2 1 Critical Assignment 3 Adam King campaign 4 Guinness Greatness campaign 5 References 5 1 Further reading 6 External linksCreation editIn 1999 the marketing firm Saatchi amp 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 amp 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 amp 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 editInstead of having Power deliver a straightforward sales pitch Saatchi amp 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 3 thus casts the beer in the same positive light as the strong virile triumphant hero 3 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 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 became one of the most recognisable in Africa as it adorned billboards cardboard standees posters and television advertisements in African countries where Guinness is sold Mitchell dressed all in black made numerous personal appearances as Power each year visiting television and radio stations newspapers and Guinness breweries and distributors His fame was such that his appearances received extensive news coverage 3 and many news services did not realize that he was merely a fictional character 6 Many Africans speculated about Power s country and village of origin Mitchell as Powers answered questions with slogan like 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 6 When questioned about his background the actor gave vague answers such as I am a man of Africa 6 One admirer in Douala remarked He makes us feel that we too can do things that other people can admire 7 Critical Assignment edit 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 Lincoln Center for the Performing Arts in New York City as well as won the Jury Prize for best Feature Film at the Hollywood Black Film Festival citation needed Adam King campaign editIn 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 editDiageo 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 edit 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 edit 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 editCritical Assignment at IMDb nbsp Retrieved from https en wikipedia org w index php title Michael Power character amp oldid 1218322031, wikipedia, wiki, book, books, library,

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