ABI Cheers to Dreaming Big

ABINBEV

OBJECTIVE:
RECRUIT TALENT
CREATE COMMUNITY
BUILD ADVOCACY

THE BRIEF:
A NEW EVP FOR
A NEW VISION ✈️

ABI. We know who they are - home to favourites: Stella, Bud, Corona, Camden. But post-pandemic, 2020/2021 and a whole host of new hires, there wasn’t a clear understanding of who they were internally. With a legacy internal positioning (Challenge Accepted) that no longer felt tonally right or inclusive, and a new corporate brand around the corner, they needed a refresh.

THE INSIGHT:

Post-pandemic, post-lockdown and in a brand new world, ‘facing challenges’ was no longer appealing. People were tired. Our audience wanted less ‘hustle culture’ and more ‘we’re in this together’

THE STRATEGY:

In order to truly be in this together, the new positioning needed to be informed by our community. So, we asked them. Across 6 core markets we tested the previous EVP with internal employees and focus groups to understand what’s working, what isn’t and to answer the simple question ‘Why ABI?’ Data from around the world told us that the brand needed to reflect the great sense of inclusivity and teamwork that was felt by ABI colleagues every single day.

MY ROLE : STRATEGY | CREATIVE | BRANDING | LEADERSHIP | PRODUCTION

Leveraging their business’s upcoming new mission statement ‘We dream big for a future with more cheers’, we created an active, internal focussed proposition that spoke to teamwork and inclusivity. After all, you can’t cheers alone. This shift transformed their brand identity to one where people work together as a team, that celebrates the wins the losses and everything in between.

It was important then, that every articulation of the brand carried the same sentiment. Warm, welcoming and inclusive. With community focussed headlines, people focussed imagery and a consistent graphic device, the brand became supportive and celebratory across all touchpoints internally and externally: organic and paid social assets, posters, email comms, toolkits and case studies.

To effectively launch it, in line with our strategy, we needed to start with our community. They needed to believe in it, after all it was made for them. So we crafted an internal launch. A week where every day saw a different activation that brought the ‘Cheers to dreaming big’ sentiment to life. From ‘sending a cheers’ of recognition to a colleague, sharing inter-continental celebratory recipes or amping up the excitement with curated playlists, everything moved us towards the launch - where everyone was ready to cheers together.