Coca-Cola European Partners (CCEP), the world’s largest independent Coca-Cola bottler, serving more than 300 million consumers across 13 countries, wanted to mark the occasion by inviting its 25,000 colleagues to come together as one on launch day.
Coca-Cola European Partners formed on 1 July 2016, bringing together three heritage Coca-Cola bottlers from across Europe, to become the world’s largest independent bottler. The client needed our support to help communicate the resulting changes to their 25,000 employees across Europe, in the lead up to the launch.
The campaign needed us to drive awareness of the merger while generating a positive feeling around the Day One launch. We needed to reach across five key business units, 13 different countries, and be translated into nine different languages.
We designed and delivered welcome packs and branded merchandise in nine languages to over 192 locations. We also built a dedicated leadership portal for the secure sharing of communications, helping leaders to be owners of the cascade.
We designed a central “We are” campaign theme, brought to life in the many different languages of CCEP’s European team. In the build-up to day one, we created collateral for a digital briefing meeting, attended by all European managers in their regional divisions. We built a bespoke Leadership Portal on a secure site, that would host important information, FAQs and communication tools to support managers with their team engagements. To promote the Day One launch to offices, bottling plants and other sites, we created a whole host of collateral; pop-up banners, welcome banners, infographic posters and digital screen content – all translated into nine languages. Each site held a Town Hall meeting on Day One; employees raised a bottle to the new company and celebratory launch films premiered, showing the scale and impact of this new business.
Branded welcome bags, filled with “We are” campaign merchandise and information collateral was handed out to every single employee on Day One. We also redesigned and wrote the biographies for the newly formed CCEP executive team.
