Enthusiastic assistants with stunning green eye shadow dressed in white lab coats welcomed and guided guests to a spacious cruise hall overlooking the Maas. These eager assistants graciously served “core value” brand drinks in test tubes to mingling participants: an energy high performance drink, a nitrogen constant evolution drink and a “smoothy” responsible nutrition drink. In the background animal sounds emanated from gigantic boxes, adorned with larger-than-life portraits of the species Provimi feeds: ruminants, swine and poultry. The perfect Provimi setting in which to launch the new animal nutrition brand strategy “Shaping tomorrow’s nutrition”, held at the Cruise Terminal Rotterdam on 19 April 2010.
After the welcome drinks, participants were led to another room to watch Provimi’s new corporate film. An enormous screen served as a visually engaging backdrop while three speakers gave their presentations.
Group CEO Ton van der Laan explained how and why Provimi has changed and therefore needed a new brand, Species Group Director Ruminants Jolanda van Haarlem and Swine Species Group Manager North West Europe Pieter Wolleswinkel presented Feed Solutions’ cases to illustrate what the new Provimi is all about: an advanced silage analysis called Preciane and a Piglet rescue system respectively. This Provimi Newsletter describes these further down.
Following these presentations, CEO Ton van der Laan, Group Vice President Mark Poeschl and Group Vice President Gijs Scholman, fielded questions from the audience during a press conference, and the event ended with a “live” recording of the unveiling of the new logo on the building of Provimi’s headquarters by means of fire extinguishers of the port of Rotterdam.
Participants left the brand launch with a polished press package containing amongst others the Group’s brand story and new corporate brochure.
You can watch a compilation of the event here.
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