About
Anheuser Busch-InBev is the world’s largest brewing company and fifth-largest consumer goods brand in the world. Headquartered in Belgium, Anheuser Busch-InBev is a $55B worldwide business comprising a portfolio of nearly 500 global and regional brands like Corona, Stella Artois, Budweiser across 100 countries.Sustainability 100+ is a knowledge-sharing platform created by Anheuser Busch-InBev India team to engage Indian policymakers, corporates, and startups with the purpose of knowledge-sharing, adopting the best local sustainability practices in India, and accelerating progress towards the SDG Goals.Anheuser Busch-InBev: Sustainability 100+
Role: Brand & Strategic Communications Consultant
Duration: Jan’22 - Mar’ 22
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Anheuser Busch-InBev (AB-InBev) India team launched Sustainability 100+ in 2021 to create a platform that would bring key stakeholders in a more collaborative way. They partnered with India’s largest media house, Network 18 to increase their reach and engagement. However, despite their reach of over 75M people across India for Season 1, the engagement was still low; it looked like just another marketing tactic by a large corporation. The team needed a fresh perspective for Season 2 to improve their communication around climate change, showcase AB-InBev’s thought leadership, and have a stronger brand presence.
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Sustainability 100+ was struggling from a lack of a clear communication strategy across the web, TV, and social media. I worked with the Sustainability, Procurement, and Corporate Communications teams from AB-InBev, and the Network 18 Editorial and Marketing teams to establish a cohesive communication and content strategy; I worked cross-functionally and spoke with AB-InBev employees to derive insights and created consumer personas; I suggested changing the brand identity and making the website more user-friendly; I also advised them on the content mix, formats, and channels, and mentored them on speaking more authentically instead of being too generic.
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Anheuser Busch-InBev and Network 18 successfully redid the entire website with a fresh brand identity that looked like an extension of the Anheuser Busch-InBev brand. While the old website was text-heavy and cluttered, the new one is easy-to-navigate. The teams were also empowered to create content based on all the good work Anheuser Busch-InBev was doing around water scarcity and improving engagements with barley farmers in India. Their biggest takeaway from this consulting project was that I was able to provide a birds-eye view of what audiences were looking for from large corporations. While the Sustainability & Procurement, Marketing, and Communications teams were working in silos, they were now more empowered to collaborate with each other.
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