With a new brand launching within the Danone portfolio, the objective was to create a holistic brand experience to present and familiarise the press, media and influencers with both the product and the brand in an ideal way. 

The approach was not only to use classic PR, but to create a holistic event in which the product and brand could be experienced first-hand. In the media cities of Hamburg and Munich, partnerships were made with popular fitness clubs where exclusive workout classes were organized for the press and influencers. After an energetic workout together, the guests gained valuable insights into protein-rich nutrition and the benefits of YoPRO and enjoyed a brunch together: here, all products could be tested and sampled freely - putting the products in a meaningful context and making them tangible. The activation was extended to the extent that guests of the fitness club were able to test products before and after their work out for a week and take them home. In this way, the new brand was also brought to life beyond the event. 

The event successfully showcased the mission of YoPRO as a brand and the key messages of the products’ characteristics, increasing brand engagement. All guests left the studio with a deeper connection to the brand and product and felt a sense of cohesion and a strong experience, especially through the shared activity of the workout. The holistic approach of this brand experience event not only strengthened the bond with key contacts in the industry but also resulted in numerous publications that not only picked up on the launch of the new Danone brand, but also perfectly communicated the characteristics and special features of the products to end consumers. This case showed once again that public relations go beyond the traditional means of press relations and that shared experiences strengthen the bond with brands and make them more tangible.