THURSDAY 4 APR 2019 1:03 PM


As information about the state of the planet has become omnipresent and instantly accessible, corporate social responsibility has become business as usual for large companies. Some businesses have managed to strike a successful balance between profit pursuit and contributing to the betterment of the world, but others have struggled to determine how to do social good without appearing obtuse or disingenuous.

Pernod Ricard used to be one of those businesses. The French company, which produces alcoholic beverages, has a massive workforce which consists of over 19,000 people across 81 countries. While this large, diverse employee pool enables the smooth business operations of the massive corporation, it also made the company’s CSR agenda fragmented, without direction, and lacking in engagement.

To remedy this issue, Pernod Ricard enlisted UK-based branding group Good Agency to provide unity and structure to the corporation’s CSR initiatives. Good decided to design a campaign based upon Pernod Ricard’s guiding idea, ‘createurs de convivialite,’ which translates to ‘creators of conviviality.’ This overarching social purpose is spearheaded by a new universal tagline, ‘Let’s Live Together, Better.’ This tagline is featured prominently across all new images in the campaign and gives each employee a sense social purpose is an integral component of their profession, regardless of the position held within the business.

Further unifying the CSR undertakings of Pernod Ricard, Good developed a launch campaign, engagement plan and film on the same day which could be accessed simultaneously by Pernod Ricard employees across the globe. By combining these facets of the campaign with the new tagline, Good is not only helping employees to understand Pernod Ricard’s CSR position, it is also encouraging offices to partake in unique CSR initiatives through local volunteering and partnerships.

Good’s overhaul of Pernod Ricard’s sustainability and responsibility plan will not only improve the business’ image but will lead to its employees becoming more wholistic individuals.