FMCG case studies
Coea-Cola
FACTFILE
CLIENT ^'^^^^^^.^^^"^^ Diageo
EVENT Iritemat communications event
GROUPSIZE 1,200
AGENCY RPM
DATE _ 6 January 2010
VENUE Ministry of Sound
It was one of the liesi internal evenis we've
ever had. We were all kept thoroughly
enlertained from the moment we were
welcomed by the hotel manager. All Diageo
slaff said they were ¡ible to mingle and
network with each other, and the
entertainment was so creative and fun lo get
involved wilh." I le added it was "seamlessly
executed and creatively engaging".
Post-event analysis Diageo carried out a
post-evenl review on its internal digital
channel, and comments were posted on its
intranet site. Guests could vote for iheir
favourite act or experience during the
event. Feedback included comments
from across the business, such as from
Diageo business manager Colin Smith,
who said the event coupled "brilliant
organisation wilh an amazing display of
our brands": and retail operations
controller Christina Ballentine. who said:
"The variety and the scale of ihe wbule
thing blew everyone away."
CITMAGAZINE.COM
Coca-Cola Enterprises (CCE) held its largest event for 17
years in December 3009 at London Excel. All Ahout The
Idea organised the event, which was intended to outline
the company's goats for 2014. Over 4.000 delegates Ifrom
J \JCtCECILC:3 I Ul I I
across the UK attended the two-day
event. An Olympic Village was created,
featuring real Olympians practising, a
stadium, and five experience zones, all
separately themed to bring the
relevant messages to life. CCE says the
event exceeded people's expectations
and that the "combination of creativity
and scale helped to ensure that the
key messages were clearly
communicated in a memorable
manner and that people left the event
feeling energised."
B
Cadbury
In 2008. Outside Adventure had arranged team-building
at EastnorCastleforCadbury'snewUK manufacturing
director so he could see bow his team worked together.
Phil Thurston, head of manufacturing manager of blocks
(chocolate), took part and. after moving to a new role, he
proposed a return trip with his new team in 2009. The
event was based at Bronsil House, Outside's conference
centre overlooking the ruins of Bronsil Castle. Activities
included a zip-wire ride
from the top of the castle
turret and the team stayed
in Mongolian Ger tents.
Thurston was pleased
with the outcome:
"Colleagues are still
talking about what they
learned from the event."
MolKonCoors
The brewer behind Carling.
Coors and Caffrey's briefed
agency involve UK to create
a national conference in
September ÎOO9 to outline
its 2O1O strategy to i.3oo
staff. The main theme was
getting people back into pubs to consume the company's
products. The ACC's Liverpool Echo Arena was the venue,
and the arena floor featured a "brand street', showcasing
all the brewer's brands. Delegates also took part in a
'human orchestra', performing We Witt Rock You with
i,ooo beer bottles. "The feedback we've had was that it
was the best event we'd held," says Molson Coors
director of sales for multiple off-trade Tony Gibbons.
BRAND BOOK 12010 37
 FMCG ease studies
•^ 1

QiNta Coffee
In May 2009, Costa Coffee took its top-performing UK store
managers to Rome, an event organised by Grass Roots, After a
morning flight, the group was escorted to Sabatini-a favourite
dining spot with locals - in the Trastevere district. The focus ofthe
evening's activities was an awards dinner attended by Costa's chief
executive, held on the terrace ofthe i6th-certury Palazzo Caffrelli.
The next morning, delegates took part in atreasure hunt. After lunch
in the Piazza Navona. Costa employees and their partners had the
afternoon and evening free
to explore the city, "The trip
was a great success and
both Grass Roots and the Each year, brewer Marston's holds its
chosen destination fulfilled AGM for more than 250 delegates
the objective - to reward including suppliers, shareholders,
participants with a special investors, guests and the media.
experience in a beautiful "We use the AGM as an opportunity
city, fortheir commitment to engage with individual
and hard work," says Costa shareholders in addition to
chief operating officer UK conducting the formal annual
Adrian Johnson, business ofthe meeting," says
Marston's company secretary Anne-
Marie Brennan,
The choice of venue is vital.
The event was held in January 3010
atwalsail Football Club, and a tight
two-hour agenda included details on
Itraini« trading, pub development, finance
and an outlook on the year ahead.
One of Wales' The meeting was completed by a
best-known short Q&A session. Afterwards, a
brands buffet lunch was served and
underwent a delegates were given a beer voucher
significant to exchange at the bar in return for a
restructure in Marston's product.
the first few
months of 2009,
SA Brain & Co
chief executive
Scott Waddington says: "After much
flux, we needed to reconnect with
the workforce, reset the priorities,
communicate our strategy and bring
i ourstafftogether,"Thecompany
appointed agency EGi; Live to create Marking 250 years since
an event in July 2009 using its White Arthur Guinness signed the
Box conferencing solution based lease on the St James's Gate
around three key elements - insight, brewery. Guinness hosted a
research and live communication. day of global events on 24
The event was held at the Swalec September 2009, ending with a party for 1,850 guests, including
Stadium and senior managers were journalists, politicians and trade representatives, MCI was selected as
interviewed by a moderator in a the agency and the event kicked off with a concert at the Hopstore in
chat-show format, followed by Dublin, with performances from acts such as Kasabian. Two-thousand
round-table discussions. Post-event pints were pulled at 17:59 local time, marking the exact moment of the
research showed a significant shift in 250th anniversary. Guests then went to the Guinness Storehouse for
employee perceptions, a better the after-concert party. "This wasthe sort of event that not just raised
understanding ofthe business and a brand values but re-established the credentials of Guinness asa
renewed confidence in the board. caringorganisation."saysglobalqualitydirector Billy Power.

36 BRAND BOOK 2010 CtTMAGAZINE.COM

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