Chivas Brothers is the Scotch whisky business of Pernod Ricard, producing some of the world’s most revered Scotch whisky brands.


The Brief

Chivas Brothers wanted to communicate their new strategy across the company. It was first presented for senior management at a leadership team conference, run by DRPG/ Penguins at Shoreditch Courthouse Hotel. The Chivas Brothers internal communications team were looking to reach its entire 1,600 colleagues from 39 sites across the UK with a post-event internal engagement plan, giving all employees the opportunity to provide direct feedback and steer the course of the core brand messages.


The Solution

The Crafting Our Future strategy was delivered as a more engaging, two-way process that ensured each colleague was given an opportunity for feedback, and that they understood their part in the company’s success and future. The prime need was for employees to be given the opportunity to understand and vote on the three expressions presented to them. With an initial focus on e-comms and then print, our simple, clear messages connected to the Chivas Brothers brand. The activations were supported across all sites, utilising engagement with the following assets; internal blog posts, notice board posters, Chatter, line manager team briefings, digital and paper voting stations, communal area pop-ups and snap comms.

The event allowed Chivas Brothers to share their strategy with leaders, but the supporting digital communications also played a huge role in informing the wider business of next steps, as well as driving inclusion by sharing messages from the top of the organisation.