Goodness Mission Launch

How we'd explain it to our mothers

Lipton tea, Slimfast, Ades, PG Tips... the people behind all these household brands are the Unilever Beverages category. Over a cuppa, we were given the challenge: How do you launch a new mission to an audience of over 2000 employees spanning 150 countries; all involved in producing, developing, marketing and selling products within the Beverages category? How do you inspire them and unite the whole category?

Behaviour change

The category unites - across 150 countries and various Beverages brands. Employees feel a strong sense of belonging, a meaningful purpose and a reason to express their passion in everything they do.

The path to change

An event. A microsite. Plus a selection of insightful films, presentations, vox pops, case studies, speeches and workshops.

How we did it

We organised and branded an event held in Europe and attended by brand managers from around the globe. We built a digital toolbox so all presentations, case studies, films and other materials can be viewed, downloaded and cascaded amongst the whole global Beverages category. Individuals are encouraged to share their local findings too, so the platform is regularly updated with user-generated content.

And?

It’s part of a long-term internal comms strategy so we can’t give you statistics, silly. However, we did good.

Feedback

"I would like to thank you all for your great contribution in cascading our new Mission. The cascade package developed worked really well, all brilliant guest speakers, did a very good job to bring the Mission to life in a convincing, authentic and inspiring way.” David Werndly, Unilever Beverages communication & training manager