José Cuervo Values Activation
Proximo, the family-owned multi-national spirits business built on José Cuervo, was expanding its continental operations and management, merging separate teams and cultures from Canada, United States, and Mexico. And while its brand guidelines and family values were administered with exacting clarity amongst top leaders, their cultural narrative, leadership principles and corporate values within their marketplaces needed to be updated and varied widely depending on the local teams.
It was also difficult to consistently communicate in the busy throng of the spirits industry with varying access to technology. Onboarding new employees and leaders was inconsistent across the new organizational footprint. Proximo needed leader training, assets and tools to imbibe and measure their way of working together with their team and their customers.
As executive creative director, Colin and his team were tasked with designing “moments that matter” and memorable workshop experiences that could be leveraged in Proximo’s team meetings on the go, and with lasting impact!
”The Power of We” campaign, its core values, and related workshop series were developed to deliver the desired workplace behaviors both managers and employees would need to live the Proximo work ethic and brand in the marketplace.
After the completion of discovery research by our trusted partners at Korn Ferry, Colin and team designed and named the core values, along with a narrative that would be easily understood by all frontline employees. To ensure adoption, we upskilled managers with their own reflective exercises and key team exercises that would be used to gamify the experience. We also designed memorable “activation” moments for their employees to bring these behaviors to life in their daily interactions with other teammates and customers.
The resulting elevation in customer service ratings and client satisfaction scores bespeak the success of the program as it continues to be rolled out across the NA organization with rapid adoption.
