Event Background
In spring 2020, we planned a distinctive brand launch for the well-known dairy brand Hyproca at De Haar Castle in Utrecht, Netherlands.
When people think of the Netherlands, they often picture its ubiquitous canals, spring tulip fields, and Amsterdam's coffee shops and red-light district. However, the country's ancient cities and castles are no less impressive than those of other European nations. The largest, most famous, and most beautiful castle in the Netherlands is De Haar Castle, located in the village of Haaruilens near Utrecht.
Amsterdam, the capital and largest city of the Netherlands, has a population of about 1.1 million. It is a world-renowned international metropolis located in the province of North Holland. Its name derives from Amstel dam, indicating its origin as a dam on the Amstel River, now the site of Dam Square. It is the fourth-largest aviation hub in Europe (after London, Paris, and Frankfurt). Amsterdam boasts many tourist attractions, including its historic canal network, the Rijksmuseum, the Van Gogh Museum, the Anne Frank House, the red-light district, and numerous coffee shops.
We chose De Haar Castle for its uniqueness and rich cultural heritage. Hosting a brand launch in such a setting brings undeniable brand enhancement.
Core Information
Hyproca 1897 entered the Chinese market in 2013 using a channel-driven model. It offers three product lines: the star product Hyproca Hezhi, the premium product Hyproca Cuihu, and the maternal product Hyproca Mom Milk Powder. All three are popular and highly recommended by channels, demonstrating strong channel attributes. As a powerful channel brand, Hyproca 1897 saw its sales double year after year from 2013 to 2019, with the Hyproca Hezhi single product reaching a billion-level scale. The brand has gained unanimous recognition from channel owners.
Brief introduction to the launch event:
Purpose: To officially announce world-renowned pianist Lang Lang as the brand ambassador for Hyproca 1897, leveraging his high visibility, influence, and image to provide a "leap in energy" for the brand, increase brand awareness, and establish the brand's aristocratic image through Lang Lang's international status and persona.
• Brand proposition: "Century-old Aristocracy, Passing on with Love"
Century-old Aristocracy: Brand endorsement of 122 years of history.
Passing on with Love:
(1) Family farm heritage – a century-old ecological farm passed down with love.
(2) Aristocracy – a sense of mission to provide the best milk powder to the Chinese market.
(3) Brand development drive – the brand's development requires benchmarks, grand visions, and direction.
Based on the above brand history and purpose, the core communication theme for 2020 is: Achieve with Love.
• Brand positioning: Leading high-end milk powder brand from the Netherlands with a century of history.
Support: Originating from the century-old Dutch dairy enterprise Hyproca Dairy Group, 100% Dutch raw milk, packaged in the Netherlands.
Brand communication core: High-end, Aristocratic, Heritage.
On-site renderings:
Related Services
Specific services for the launch event:
• Overall strategy for the ambassador launch event
• Theme planning for the ambassador launch event
• Venue recommendation, negotiation, and contracting
• Planning of event format and creative highlights for the launch and dinner
• Key visual (KV) design and extensions
• On-site zoning and construction design and execution
• Launch and dinner flow and menu finalization
On-site culinary experience:
Industry Insights
In brand launch planning, the alignment between venue selection and brand identity is crucial. The aristocratic aura of De Haar Castle perfectly matched Hyproca's "Century-old Aristocracy" brand proposition. The castle's historical heritage and artistic ambiance effectively conveyed the brand's high-end image. Additionally, inviting international pianist Lang Lang as the brand ambassador further strengthened the aristocratic positioning through his global reputation. This strategy of combining brand story, venue characteristics, and celebrity endorsement provided strong support for brand enhancement.
Summary
The Hyproca 1897 brand launch was successfully held at De Haar Castle in the Netherlands. Towin PR provided comprehensive services from strategic planning to on-site execution, including venue recommendation, theme planning, visual design, construction, and process management. The event announced Lang Lang as the brand ambassador, deepening the "Century-old Aristocracy, Passing on with Love" brand proposition and further solidifying Hyproca's brand image in the high-end milk powder market.
