How Guinness Turned BBNaija 10 to Platform for Dreams and Distinction

Raheem Akingbolu, who witnessed the presentation of cash prize and other gifts to the winners of the Big Brother Naija Season 10 by Guinness Nigeria, writes on the impact of the platform on both the brand and the housemates.

Friday, October 10, may have seemed ordinary to most, but for Guinness Nigeria and the housemates of Big Brother Naija Season 10, it was a day wrapped in rain, reward, and reflection. The soft drizzle that evening appeared to bless a partnership that has redefined youth engagement and brand storytelling in Nigeria.

By mid-afternoon, the Guinness headquarters in Lagos had transformed into a hive of excitement. Senior management staff, stakeholders from the entertainment industry, journalists, and well-wishers filled the hall, all eager to celebrate a season that had kept millions of Nigerians glued to their screens.

The arrival of the housemates drew thunderous applause. The crowd rose instinctively as the finalists of BBNaija Season 10, the kings and queens of the reality stage, walked in, exchanging smiles, hugs, and selfies. Yet, amid the frenzy, the night’s brightest star, Opeyemi Ayanwale, popularly known as Imisi, remained her modest self, clad in a simple Adire outfit and mingling freely with fans.

Welcoming the guests, Marketing and Innovations Director at Guinness Nigeria, Yinka Bakare, said the company’s relationship with Big Brother Naija was a strategic one aimed at celebrating youthful expression and bold ambition.

“While Imisi stands tall as the overall winner, every one of you is a winner,” Bakare said. “You embodied the courage, creativity, and connection that define the Guinness brand. This partnership isn’t a one-off; it’s a lasting relationship meant to inspire and entertain our audiences.”

Bakare, who represented the company’s Managing Director, was joined by Rotimi Odusola, Director of Corporate Relations, and Everest Oghonim, Manufacturing Director, as the evening’s highlight, the prize presentation unfolded.

Much earlier at the BBNaija 10/10 grand finale, Imisi, a 23-year-old fashion designer, won the ₦150 million grand prize package, which included ₦80 million in cash, a luxury SUV, and a collection of sponsor rewards. Her fellow finalists, Precious Ashi (Dede) and Konyinsola Sanusi (Koyin), were also honoured as first and second runners-up, respectively.

Speaking to THISDAY at the housemates’ grand reception, Imisi admitted that the journey to victory was far from easy.

“I was intimidated at first, but I came with faith, prayer, and a positive mindset,” she said, smiling. “Everyone in that house was brilliant and determined. We’re all winners. I think I won because I stayed true to myself and trusted God’s grace.”

Her humility and humour had endeared her to millions throughout the ten-week competition. From her confident walk on opening night to her infectious laughter and spontaneous wit, Imisi embodied the energy of the BBNaija 10/10 theme, a celebration of self-belief and originality.

For Guinness, the season offered more than brand exposure. It was a platform to connect meaningfully with young Nigerians through storytelling, emotion, and authenticity. The brand’s in-show tasks and creative expressions aligned seamlessly with its “Black Shines Brightest” campaign, a message celebrating resilience and brilliance in everyday people.

In a landscape where brands compete fiercely for audience attention, Guinness Nigeria’s consistent presence in BBNaija underscores its deep understanding of culture and consumer emotion. The show’s fusion of aspiration, entertainment, and community mirrors the very ethos the brand has embodied for decades.

As the curtains fell on the celebration, one thing became clear: the winners extended beyond the housemates. By lending its voice to platforms that empower, inspire, and celebrate African talent, Guinness reaffirmed its place as more than a beverage: it remains a symbol of courage, creativity, and connection.