With the emphasis on the transformation of a global Consumer Product  Company’s portfolio to healthier products and brands, senior management became concerned that the Company’s associates were feeling less comfortable speaking to the range of choices it offered, and uncomfortable addressing increasing criticism of some more indulgent categories in which they competed. After qualitative and quantitative research to gauge associate attitudes and opinions, a global, sustainable program was designed and executed to increase associate understanding of the company’s products and categories, and equip them with the facts to address misinformation. This effort was a first-of-its kind for the company in that it was truly a global internal communications initiative and required a significantly increased level of collaboration between divisions and corporate communicators.

Through the creation and global distribution of 19 “category cards,” associates reported significantly enhanced understanding and willingness to share insights about the company’s products. Tactical interactive program elements (weekly quizzes and prizes, flash e-signatures, photo contests, coupons, “Pride-casts” on specific topics like salt and sugar) generated far-reaching, sustained and engaged communication with associates. Specific post measurement demonstrated:

• Content in the category cards generated 95% approval ratings (top-two box selection) through 19 weeks.