Anheuser-Busch InBev
Cheers - Brand, campaign, website, digital and direct mail
With over 200 trademarks to its name, AB InBev is the world's largest brewer. Their UK staff work across multiple sites and the client desired a more cohesive and recognisable way of communicating with its workforce regarding employee rewards and benefits. The approach involved the creation of the 'Cheers' brand which took over from more standard communications that had been distributed using the main corporate branding for years. The launch of this new benefits identity featured preview and reminder posters, a wallet of promotional postcards to each employee, and direct mail messages emailed to all staff to drive them to their new benefits portal.
With a unique styling that stood out from the main corporate AB InBev designs that staff were used to receiving, the Cheers brand was based around rich colours and warm photographic scenes. Attention was given to textures to reflect the hands-on nature of the work that the brewers undertook, both in the photography and the choice of paper finishing. The stock planned for use in the below postcards was actually made from pulped beer mats, a subtle nod to the work involved at the company.
Eligible employees received a wallet containing four postcards, each promoting a key employee benefit. The visuals played with a dual arrangement showing imagery relating to their work on the left and an available reward on the right. I also worked on the playful copywriting on the front side of the postcards to bring the two halves together. The reverse side gave details on the benefits and also where to login to apply for them.
A5 booklets were also sent out to more fully detail the rewards on offer to staff and to explain how to go about obtaining them, as well as who the individual suppliers were. Contact information and deadline dates were also featured so that these booklets could be used as helpful references during the application window.
Direct mail messages were sent out to raise awareness around the time of key milestones of the Cheers launch and also the closing of the benefit application window. These also acted as helpful links to the website and benefits portal.
