This paper aims to analyse how internal marketing was employed in the implementation and management of the Ball Corporation Diversity Program. In the first stage, a qualitative interview was conducted with Suelen Moraes, Head of Diversity and Inclusion of the Company. The second part consisted of interviews with the company employees. Exploratory and qualitative methodology were applied. By mining the data collected, it was possible to realise the degree of use of internal marketing concepts in order to implement the Diversity and Inclusion Program, understanding how this point of view values the program perception.