Berner Brand Launch Events

The relaunch of BERNER, a company making B2B chemical products, was not only intended to give the company a new and contemporary image. The brand was also seeking to reinvent itself and to convey a fresh and confident presence with the new positioning that its employees could identify with.

With this objective in mind, insglück created an experience that combined the CEO presentation with a rock concert: 8000 employees in nine towns experienced an emotional show and party bursting with energy.

The centrepiece of the campaign was a reveal film produced by the agency, which presented the new brand colours and the brand as a “smart rebel” in captivating images. Colourful explosions, relay racers as BERNER representatives and tradespeople as customers resulted in a film that was presented at the events with large-scale lighting effects and was used in various versions on the website and at trade fairs. A wide-ranging communication campaign accompanied the relaunch events.

The show itself started with an emotional presentation by CEO Christian Berner of the changes, values and plans within the company. This was followed by the showing of the new film. A local band created an authentic rock concert atmosphere that blurred the boundaries between business presentation and entertainment. Instead of matter-offact workshops, a casual after-party suitably rounded off the experience.