Molson Coors (UK & Ireland)

CPL has for many years produced Cheers, the magazine for Molson Coors employees in the UK and Ireland. In 2010 we completely revamped the publication to reflect the company’s growing reputation and its determination to influence a broader range of stakeholders. The aim is for the title to become ‘The magazine for beer champions’.

The new perfect-bound, ‘pint-sized’ version benefits from a consumer feel, with bold design throughout. It also has an editorial approach that epitomises the company’s determination to tackle challenging topics head-on and to celebrate the strength and reach of its extensive brand portfolio.

The response from employees and wider stakeholders, including customers, suppliers, politicians and media representatives, has been extremely positive and in 2011 it won two major awards from the Institute of Internal Communication. it went on to win best Internal Communication at the prestigious APA International Content Marketing Awards 2011, beating 10 other bids. The judges commented: ‘From a design perspective, this really stood out, with fantastic creativity from cover to cover. It really draws the reader into its world. If you were an employee receiving this magazine, you would feel immensely proud of it.’