Case study

Sail ’22 – Launching a new global strategy

To prepare for future growth, the Carlsberg Group launched a new global strategy titled SAIL ‘22. To engage employees at all levels of the organization in translating the strategy into action, clear and consistent communication was needed, allowing for active involvement across all levels of the global organization.

A holistic and engaging strategy communication

Our approach was to develop an overall creative concept to make the strategy come to life. The communication campaign entailed pre-, during and after strategy launch elements, aiming to align key messages and create engagement across countries for top leaders, management and employees.We wanted to put leaders in front and enable them to engage their teams in activating the strategy in their everyday work and developed a wide range of workshop tools, videos, presentations, visuals and board games to inspire and facilitate local dialogue.

“By creating a complete “ready to use” communications package to inform and engage employees, combined with a global plan with clear milestones for all leaders, we were able to achieve a consistent and impactful global roll out.The focus on visual impact and simple messaging was key success factor.”

Charlotta Lyon, VP Sustainability, Internal Comms & WE Corporate Affairs

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