What does a love of beer look like.

Molson Coors Diversity Image

Molson Coors Brewing Company are one of our most successful clients. They’re always open to new ideas, we’ve done a lot of great work with them, and they have a fun, simple and memorable employer value proposition: ‘Love Beer, Work Here’.

So when they came to us to have a rethink of what ‘Love Beer, Work Here’ might look like we were really excited. We had just under two weeks to develop a new adbook for all their press, email and banner recruitment advertising for 2009.

Reviewing all their work to date, our creative team thought long and hard about what was best in what they had done, what really delivered on their employer brand, and how they could take it forward.

The new adverts are made up of several elements: animated characters in bright outside environments, hero words, and speech bubbles. They are fun, showing the Molson Coors Brewing Company characters interacting with key messages and illustrations of key messages. We created concepts that could be executed across a range of platforms, including as HTML emails, press adverts and banners. Some of them are generic and some are department specific.

The copy too is made of set elements – a section about the team, the call to action – and adaptable elements which will be role specific. And for each headline there is a corresponding pay off line as the copy opening. This really protects the tone of voice for each advert, and makes it very easy for the client to pick a size, headline, and image to create a bespoke advert – exactly the convenience they were hoping for with the adbook, without compromising the standard of the work.