Alex Coulombe (AC) is a leader in the distribution and bottling industry. Faced with persistent challenges in the job market, the company decided to strengthen its employer brand to highlight its identity both internally and externally and thus help attract and retain staff. With this aim in mind, Alex Coulombe entrusted Imédia with a triple mandate: to develop an advertising concept and visual identity for its employer brand while creating a new website with an enhanced careers section.
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Alex Coulombe
Alex Coulombe maintains a leading position with almost unparalleled stability, the majority of its employees having been with the company for over nine years. From this constancy, we conceptualized the slogan, “Toujours en effervescence” (Always bubbling with energy). This slogan reflects both the stability and dynamism that characterize a thriving company. To reinforce this identity, the employer brand adopted the slogan: “Toujours en effervescence et propulsé par des gens d’ici” (Always bubbling with energy and powered by locals), as a nod to the fact that this is a family business based in Quebec.
The brand platform was enhanced with the integration of circle motifs evoking the bubbles in the beverages, while merging the blue hues of Pepsi and Alex Coulombe.
With over 300 employees, the company needed to embody an employer brand that appealed to student, administrative, professional, field, and leadership positions. Each type of position was associated with a product colour, ranging from Gatorade for student positions to Schweppes for leadership roles.
The recruitment campaign leverages characteristics of beverages to promote the advantages for employees. Slogans such as “de l’action et de la stabilité, c’est rafraîchissant !” (action and stability, so refreshing!), “des horaires flexibles et de bonnes conditions, c’est énergisant !” (flexible schedules and good conditions, so energizing!), and “des journées équilibrées et une grande liberté, c’est éclatant !” (varied days and a lot of freedom, that’s why this job pops!) were used to reach different target audiences.
Primarily intended to attract employees, the website includes a “Careers” page that presents the key benefits of working at Alex Coulombe as well as a unique form for unsolicited applications. The approach is friendly and relaxed, mirroring the employer brand of the well-established family company.
