Hyproca Brand Ambassador Launch Event at De Haar Castle, Netherlands

In spring 2020, Top Source New Media organized a launch event for the renowned dairy brand Hyproca in Amsterdam, the Netherlands.

The largest, most famous, and most beautiful castle in the Netherlands is De Haar Castle, located in the village of Haaruilens near Utrecht.

Amsterdam is the capital and largest city of the Netherlands, with a population of about 1.1 million in the city proper. It is located in the western province of North Holland, and its name derives from Amstel dam, a dam on the Amstel River. It is now the fourth largest aviation hub in Europe, featuring a historic canal network, the Rijksmuseum, the Van Gogh Museum, the Anne Frank House, and other attractions.

De Haar Castle was chosen for its uniqueness and rich cultural heritage, and hosting the event there enhanced the brand's image.

The Hyproca 1897 brand entered China in 2013, adopting a channel-driven model, with three products: Hyproca Hezhi, Hyproca Cuihu, and Hyproca Mama Milk Powder. From 2013 to 2019, sales growth doubled year on year, with the Hezhi single product reaching a billion-level scale.

Event content overview:

Purpose: To officially announce world-renowned pianist Lang Lang as the brand ambassador for Hyproca 1897, leveraging his fame and international status to enhance the brand's image and establish an aristocratic identity.

• Brand proposition: "Century-old Aristocracy, Passing on Love"

Century-old Aristocracy: Backed by the brand's 122-year history

Passing on Love:

(1) Family farm heritage – an ecological farm preserved for a century, passing on love.

(2) Aristocracy – a sense of mission to provide the best milk powder to the Chinese market.

(3) Brand development – the brand needs a benchmark and grand vision.

2020 core communication theme: Achieved with Love

• Brand positioning: Leading brand of century-old high-end milk powder from the Netherlands

Support: Originating from the century-old Dutch dairy company Hyproca Dairy Group, 100% Dutch raw milk, packaged at origin.

Brand communication core: High-end, Aristocratic, Heritage

On-site renderings:

Specific event services:

• Overall strategy for the ambassador launch event;

• Theme planning for the ambassador launch event;

• Recommendation, liaison, negotiation, and contracting of the event venue;

• Planning of the execution format and creative highlights for the event and dinner;

• Key visual (KV) design and extensions for the event;

• Design and implementation of on-site zoning and construction effects;

• Determination of the event and dinner flow and menu.

On-site culinary experience: