Turning leaders into employer brand ambassadors for Coca-Cola HBC
CASE STUDY
The Challenge:
Coca-Cola HBC, one of the world’s largest Coca-Cola bottling partners, needed to launch its new employer brand “We play to grow and win, do you?” in a way that inspired genuine ownership among 500+ senior leaders.
The goal was to move beyond awareness to active advocacy across 29 markets.
With just four weeks’ lead time before the Athens Leadership Conference, Dawson Walker was tasked with creating an engaging, immersive experience that would emotionally connect leaders to the new brand and empower them to embed its mindset within their teams.
The Solution:
Working in partnership with Action Global in Greece, Dawson Walker designed The Employer Brand Experience.
A multi-sensory, story-led event within the Leadership Conference.
A six-foot LED tower drew leaders in, leading them through a guided journey of discovery:
- interactive learning screens,
- a premiere of the Employer Brand film,
- digital and physical puzzles to reinforce key messages,
- and a digital pledge wall where leaders committed to living the brand.
- The experience ended with a photo-booth and branded giveaways to extend engagement beyond the event.
Designed for sustainability and reuse, the activation became both scalable and adaptable for rollouts across Coca-Cola HBC’s markets.
The Result:
The experience achieved:
- 100% attendance
- 200+ pledges made by leaders
- 4.15/5 satisfaction score
- 47k intranet views post-event
Leaders left not only understanding the new employer brand but owning it.
The activation’s design and materials were repurposed for leadership roadshows, driving further rollout across 29 countries.
What began as an internal launch became a cultural movement, embedding “We play to grow and win” into the everyday language and leadership mindset of Coca-Cola HBC worldwide.
