Internal Comms | Don Papa: A Case Study in Creativity and Clarit

Every year, we help one of our biggest clients turn internal comms into something closer to a Netflix special than a town hall.

And every year, it is an absolute highlight. Not just for us, or them. Crucially, it’s a runaway hit with their audience too.

This is the story of a brand that ditched traditional comms formats - ones that don’t cut through, that allow messages to get lost, energy to sag, and for audiences to tune out.

Step forward Don Papa, a Filipino rum brand that’s part of the Diageo portfolio. They needed a video that allowed members of the global team to share results, brand plans and priorities for the year. 

Above all, it needed to bring the brand to life in a way that PowerPoint and email messaging could never do.
Their audience is internal teams, global partners and distributors. 

Between us, we devised Don’s Late Show. An irreverent 90-minute show, based on the US late night talk show format, featuring a host, Don Papa interviewees, studio segments and video inserts from teams across the different markets. All of it based in the mythical, magical homeland paradise they call Sugarlandia. 

It’s big. It’s bold. And it stretches all of us creatively and operationally. Shot across multiple markets, shaped from multiple formats, and delivered with the kind of precision you only get through deep collaboration and serious production muscle. From day one, it’s been a true creative partnership - ideas flowing both ways, every detail co-shaped to land with maximum impact.

The results have been immense and tangible.

🔑 1. Higher Distributor Engagement

Forget the passive read-through. This format actively pulls partners into the brand’s world - visually, emotionally, and strategically.

“The Don’s Late Show format really allows us to connect with our distributors in a different way - and that automatically increases our engagement with our partners.” - Sophie Clarkson, Marketing & Commercial Director, Don Papa

⏱ 2. Accelerated Planning Cycles

By anchoring brand plans in the show’s production timeline, teams align faster—and approve faster. Messaging becomes momentum.

“Now we’re in December and already signing off plans for next year.”

🎯 3. Sharper, More Unified Messaging

With pre-production rigour and editorial finesse, the show ensures clarity across cultures—while giving room for local flavour and personality.

“Video allows us to deliver one consistent message internationally… inspired by different things, speaking different languages.”

🌍 4. Stronger Team Culture and Creative Ownership

This is the perfect creative outlet. Teams get to step out of their day jobs, pitch ideas, act in sketches, and help shape the story.

“Every year, this is the team’s highlight… it allows them to step out of their day-to-day roles and really plan ahead.”

🧠 5. A Testing Ground for Bold Ideas

It’s not just a launchpad, it’s a lab. Don’s Lates helps stress-test early thinking, refine concepts, and sense-check how messages land in-market.

“We are sharing our early ideas… it allows us to engage, get early feedback, and develop the concept.”

Don’s Late Show is a beast. It’s theatrical. It’s unashamedly unique. But, to us, it shows that internal comms doesn’t have to be flat-packed, functional, or forgotten five minutes later.

You can make it fun. It can be memorable. Because when your teams look forward to internal comms - when they laugh, lean in, and light up - you don’t just inform them. You move them.

And that’s how you shift culture, not just calendars.

Curious what your version of Don’s Lates might look like? Get in touch to see how we can make something unforgettable together.