To help consumers find food and beverage products that contribute to healthier lifestyles, a new trademark was launched across more than 250 products in North America. To help drive awareness and understanding of the trademark, an integrated communications campaign – reaching internal and external stakeholders was designed and executed over a 6-month time frame.
A core element of the total communications plan was to engage the company’s 90,000 employees in understanding what the new trademark stood for, and advocating for the company’s brands which carried it.

A sustained employee communications program in the US – including innovative viral e-communications campaign, a specially designed internal engagement campaign, creative collateral and interactive web tools enabled strong awareness and understanding of the program, commitment and behavior to support its introduction;.

Post-launch measurement showed:
• 100% strongly agreed they understood what the trademark designation means.
• 99% agreed they understood how the new trademark initiative fits into the company’s overall health and wellness commitment.
• 98% agreed the internal Web site helped them learn more about the new trademark.
• 93% agreed that overall, they were satisfied with the amount of information about new trademark designation that they have received.
• Internally generated E-cards drove 75% of all web traffic to the external trademark site during its first month “live.”
• Learnings from US launch were applied to Canada launch, and subsequent employee and multicultural PR programming.