Post-Merger Communication

Goals

To inform clients on how competitors rebranded post-merger by researching marketing techniques, logos, press volume mentions, messaging, and branding for large companies.

Early Findings

Anheuser-Busch InBev and SABMiller

  • The merger between the beer companies was executed in 2016 for $104.3 billion. The merger combined SABMiller's Castle Lager with Anheuser-Busch InBev's Budweiser, Stella Artois, and Corona brands.
  • The merged company will trade under the name Newbelco. Post-merger InBev saw issues with stockholders unhappy about the merger. Anheuser-Busch InBev stated in a press release in 2016 that it would retain its existing name.

H.J. Heinz and Kraft Foods

  • The food companies' merger was announced in 2015 and was worth $100 billion.
  • The merged company now does business under the name The Kraft Heinz Company. Common food brands included in this merger are Philadelphia, Capri Sun, and Heinz Tomato Ketchup.
  • Post-merger the Kraft Heinz Company combined both logos using the blue from Kraft and the red from Heinz and each name maintained its original script.
  • In 2017, Kraft Heinz only spent 2.7% of sales on advertising which was below the combined spending percentage of the separate companies in 2014.

Keurig Green Mountain and Dr. Pepper

  • The merger was finalized in 2018 and the new company name became Keurig Dr. Pepper.
  • The company's new logo became a combination of the companies by combining the main colors (Red for Dr. Pepper and green for Keurig) of each.
  • Keurig Dr. Pepper released a press release explaining the merger and the "forward-looking statements" they are making regarding the future of the company. The press release goes on to explain that there are some risks and no guarantees about the future, but the promises they are making are based upon current expectations.
  • Post-merger Keurig Dr. Pepper released a Corporate Responsibllity Report that detailed how the company is still maintaining its sustainable identity and making sure every beverage sold makes a positive impact.

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