Pernod Ricard

Shifting perceptions to inspire action


Most companies fail to recognise and empower their most important assets: employees. Pernod Ricard have long known that empowered employees can and do make all the difference, producing results that affect both revenue and profit. As a result Pernod Ricard set up Responsib’All Day, globally the company’s biggest CSR event, accommodating thousands of employees, with events occurring simultaneously throughout the UK. And every year the communication objective is completely different – helping the company achieve its goals as we align vision and instil purpose.


Each year we have helped make Responsib’All Day happen. Devising & managing the implementation of an event strategy to accommodate thousands of employees, where the events would simultaneously happen on the same day. And every year the goal is completely different.

For 2014 we create The Code. A gameshow which was streamed to other Chivas Brother locations. Using this as a platform to educate and provide clarity on communication, de-bunk myths and bring together employees under a united goal.


For 2015, we ran 32 simultaneous events, from Orkney in the north to Plymouth in the south. Our focus was to align strategic initiatives, whilst bringing this together with the companies 5 Commitments to the alcohol industry, dramatised each through physical activity – encouraging collaboration through competition in a game style format.

The key focus was to ensure all employees had multiple opportunities that offered a deeper level of education through enjoyable events that put the commitments front of mind. By inspiring employees hearts and minds about the importance of the five commitments we can confidently and efficiently standardize the quality of consideration across everything they do.


In 2016 we focussed on empowering Pernod Ricard employees to give back to worthy causes, promoting the companies SOS programme (designed to encourage community participation). To do this, we created the SOS Programme. This gave employees the opportunity to select the challenges and worthy causes they wanted to tackle and support, locally. A strategy that gave them ownership of the Programme. We then took groups out into the field and streamed their efforts back to head offices for other employees. Back at Head offices we had teams signing up employees with a ‘tinder style’ find your cause digital game we created on touchscreen TVs and tablets.

In the end teams had made an impact on their local communities, having erected sheds, cleaned parks & painted schools. The result was the companies biggest take up on the day and spikes in signing up to the new SOS programme for continued efforts.


Responsib’All Day 2018 focus was to drive awareness of Chivas Brothers commitment to the UN’s 17 Sustainable Development Goals in order to guiding company efforts to reduce their water footprint 20% by 2020. Choosing to open Responsib’All Day up with an annual plan that to focus on driving home a deeper level of education and familiarity around the UN’s 17 goals, and positive engagement that would lead up to a series of main events and activity planned throughout the rest of the year.

Our events focused once again focussed on taking that knowledge and applying it in the field to unite employees – ensuring employees felt connected to the cause and the difference they were making. This included partnering with various charities, trusts and bodies to create portable rain gardens, river bank and beach tidy ups.