In the spring of 2020, we planned a special press conference for the well-known dairy brand "hipnocai" in Amsterdam, the Netherlands.

When it comes to the Netherlands, people first think of its ubiquitous canals and tulip fields in spring, as well as the marijuana and red light district of Amsterdam. You know, the ancient cities and castles in the Netherlands are no worse than those in other European countries. The largest, most famous and most beautiful ancient castle in the Netherlands belongs to dehar castle in haaruilens village near Utrecht.

Amsterdam, the capital and largest city of the Netherlands, has an urban population of about 1.1 million. Located in the western province of North Holland, it is a world-famous international metropolis. Its name comes from Amstel dam, which indicates the origin of the city: a dam on the Amster River, the site of today's Dam Square. It is now the fourth largest airport in Europe (the first three are London, Paris and Frankfurt). Amsterdam has many tourist attractions, including the historic canal network, the Dutch National Museum, Van Gogh Museum, Anne's house, the red light district and many marijuana cafes.

We chose dehar because of his particularity and long cultural heritage. In such a place, the brand gain brought by the press conference is self-evident.

Since its entry into China in 2013, haipunuokai 1897 brand has been using the channel driven model. It has three products, namely, star product - haipunuokai Hezhi, high-end product - haipunuokai Zihu, and pregnant woman product - haipunuokai mother's milk powder. The three series of products are the most popular products in the channel, and the channel attribute is very strong. As a strong channel brand, haipunuokai 1897 brand has doubled its sales growth year after year in the six-year development process from 2013 to 2019. The single product of haipunuokai has reached one billion, and the brand has also been unanimously recognized by the channel boss.

Introduction to the press conference:

Objective: with the help of the official announcement of the press conference, Lang Lang, an internationally famous pianist, has become the spokesperson of hipnocai 1897 brand. Through the star spokesperson with high popularity, high volume and high image, he provides "Leaping energy" for the brand strength, increases the popularity of the brand, and establishes the noble image of the brand with the help of Lang Lang's international status and human design.

• brand proposition: "a century old noble will be handed down with love"

Centennial Aristocracy: it is the brand endorsement with 122 years of history

-Handed down with love:

(1) Family ranch inheritance - stick to the century old ecological ranch and pass it on with love.

(2) Aristocracy is a sense of mission and must give the best milk powder to the Chinese market.

(3) Driven by brand development - brand development must have benchmark, grand vision and direction of efforts

Based on the above brand history and the spirit behind in-depth communication, the core communication theme of the brand in 2020: achieve with love

• brand positioning: the leading brand of Dutch century high-end milk powder

Support: it comes from hapnoche dairy group, a century old Dutch dairy enterprise, and is produced in 100% of the original cans of Dutch raw milk.

Core of brand communication: high-end, noble and inheritance

Field effect drawing:

• brand proposition: "a century old noble will be handed down with love"

Centennial Aristocracy: it is the brand endorsement with 122 years of history

-Handed down with love:

(1) Family ranch inheritance - stick to the century old ecological ranch and pass it on with love.

(2) Aristocracy is a sense of mission and must give the best milk powder to the Chinese market.

(3) Driven by brand development - brand development must have benchmark, grand vision and direction of efforts

Based on the above brand history and the spirit behind in-depth communication, the core communication theme of the brand in 2020: achieve with love

• brand positioning: the leading brand of Dutch century high-end milk powder

Support: it comes from hapnoche dairy group, a century old Dutch dairy enterprise, and is produced in 100% of the original cans of Dutch raw milk.

Core of brand communication: high-end, noble and inheritance

Field effect drawing:

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