Guinness' rousing toast to Igbo culture and heritage

Guinness’ rousing toast to Igbo culture and heritage

November 21

08:57 2020

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In a rousing toast to the rich heritage of Eastern Nigeria, Guinness today announced Prince Enwerem, pride of Igboland and scion of Umuebie, Ugirinna Isiala Mbano, as brand ambassador for Guinness Foreign Extra Stout.

Making the announcement via a short film titled ‘Nwakaibeya’, Guinness diligently brought to film the rich heritage, rich colour and unmatchable character of the East.

Centred on the pedigree, enterprise and character of Prince; his works as an entrepreneur, interior designer, fashion professional and model, Nwakaibeya showcases the beauty of the East that the eclectic Guinness brand ambassador ably represents.

Shot in Ladipo Market, Lagos, Umuebie town, Owerri and Aba, the beautiful film captures the magical character of Igbo people across the nation. The film’s star cast comprises the crown Prince, Prince himself, his father, HRH Eze Leo Mike Enwerem, Ebi I.

Nwakaibeya tells of the ambition, opportunity and undeniable spirit of Eastern Nigeria – replicated across the nation. Nwakaibeya is raw talent, visceral energy and unmatched confidence. Nwakaibeya inspires us all to believe in the power of ‘possible’.

Adenike Adebola, Marketing & Innovation Director, Guinness Nigeria, explains: “The story is a medley of real life, fond memories and bold ambitions. We want the world to see through the lens of the camera the beauty of the East. We want the world to understand why we find this association with Prince so compelling.

“Prince’s self-belief, his passion and his unapologetic connection to his rich and powerful heritage embody the character of Guinness.

“Prince expresses himself with confidence, lives his truth with boldness and inspires the next generation of leaders for his intellect, clarity and audacity. This association for us is as perfect an embodiment of the Guinness character as it gets.”

As Nwakaibeya and brand ambassador of Guinness Nigeria, Prince brings to life the pride, enterprise and undeniable magic of the East.

Stay in the loop by following @GuinnessNGR on social media and by clicking the hashtags #Nwakaibeya #GuinnessNG