Event Background
In the spring of 2020, we planned a distinctive launch event for the well-known dairy brand "Hyproca" in Amsterdam, the Netherlands.
When people mention the Netherlands, they first think of its ubiquitous canals and spring tulip fields, as well as Amsterdam's marijuana and red-light district. It should be noted that the Netherlands' ancient cities and castles are in no way inferior to those famous in other European countries. The largest, most famous, and most beautiful castle in the Netherlands is located in the village of Haaruilens near UtrechtDe Haar Castle。
Amsterdam is the capital and largest city of the Netherlands, with an urban population of approximately 1.1 million. Located in the province of North Holland in the western part of the country, it is a world-famous international metropolis. Its name derives from Amstel dam, which indicates the city's origin: a dam on the Amstel River, at what is now the site of Dam Square. It is currently Europe's fourth-largest aviation hub (the top three being London, Paris, and Frankfurt). Amsterdam has many tourist attractions, including the historic canal network, the Rijksmuseum, the Van Gogh Museum, the Anne Frank House, the red-light district, and many marijuana cafes.
We chose De Haar because of its uniqueness and long-standing cultural heritage. In such a place, the brand enhancement brought by the launch event is self-evident.
Core Information
Since entering China in 2013, the Hyproca 1897 brand has consistently used a channel-driven model. It has three products: the star product Hyproca Hezhi, the high-end product Hyproca Cuihu, and the maternity product Hyproca Mama Milk Powder. All three product series are popular first-recommendation products in channels and have strong channel attributes. As a strong channel brand, during its six years of development from 2013 to 2019, the Hyproca 1897 brand's sales growth doubled year after year. The single product Hyproca Hezhi has reached a scale of one billion, and the brand has also been unanimously recognized by channel owners.
Brief introduction to the launch event content:
Objective: To officially announce through the launch event that internationally renowned pianist Lang Lang has become the brand ambassador for Hyproca 1897, using a celebrity ambassador with high awareness, high voice, and high image to provide "leap energy" for brand power, increase brand awareness, and use Lang Lang's international status and persona to establish the brand's aristocratic image.
• Brand proposition: "A century-old aristocratic brand, passing on love through generations"
A century-old aristocratic brand: the brand endorsement of the brand's 122-year history
- Passing on love through generations:
(1) Family ranch inheritance — an ecological ranch upheld for a century, passing on love through generations.
(2) Aristocracy — a sense of mission; it must provide the best milk powder to the Chinese market.
(3) Driven by brand development — brand development must have benchmarks, grand visions, and directions for effort
Based on the above brand history and purpose, and through in-depth communication of the spiritual proposition behind it, the core communication theme of the brand in 2020: Achieved with love
• Brand positioning: A leading high-end milk powder brand with a century of history in the Netherlands
Support: Originating from the century-old Dutch dairy company Hyproca Dairy Group, 100% produced in original cans from original milk sources in the Netherlands.
Core brand communication: high-end, aristocratic, inheritance
On-site renderings:
Related Services
Specific service content for the launch event:
• Overall strategy for the ambassador launch event;
• Theme planning for the ambassador launch event
• Venue recommendation, coordination, negotiation, and signing for event execution
• Planning of execution formats and creative highlights for the launch event and dinner banquet
• KV design and extension for the main visual of the launch event
• Design and on-site execution of on-site zoning and setup effects
• Determination of the launch event and dinner banquet flow and menu
On-site culinary experience:
Industry Observation
In brand launch event planning, the alignment between venue selection and brand tone is crucial. The aristocratic temperament of De Haar Castle is highly consistent with Hyproca's brand proposition of "a century-old aristocratic brand." Through the castle's historical heritage and artistic atmosphere, the brand's high-end image was effectively conveyed. At the same time, inviting international pianist Lang Lang as the ambassador further strengthened the brand's aristocratic positioning with his international reputation. This launch event strategy, which combines brand story, venue characteristics, and celebrity effect, provided strong support for enhancing brand power.
Content Summary
This Hyproca 1897 brand launch event 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, setup execution, and process management. The launch event officially announced Lang Lang as the brand ambassador, deepened the brand proposition of "a century-old aristocratic brand, passing on love through generations," and further consolidated Hyproca's brand image in the high-end milk powder market.
