BERNER Brand Launch Events

8,000 employees in 9 cities experienced the BERNER brand relaunch as electrifying rock shows – confident, loud, strong, and rebellious, reflecting the core values of the new BERNER Smart Rebels.

For the relaunch of BERNER, Europe’s leading expert in B2B chemical products, we merged the CEO presentation and rock concert into an immersive and consistent brand experience across nine industrial locations in Europe. During an unforgettable night, employees saw their company reinvented as Smart Rebels – loud, authentic, and self-confident.

The CEO aimed to reinvent the BERNER brand – with a fresh, confident look, a clear positioning, and a focus on chemical products. Employee identification with the brand was key.

A great brand deserves a powerful reveal: We produced a reveal movie, from the initial idea to storyboard and post-production. The film translated the new brand colors and the Smart Rebel concept into striking visuals.

For lasting impact, a large-scale communications campaign accompanied the Brand Relaunch – emphasizing the importance of the brand. The roll-out as a teaser campaign featured creative elements and the impressive reveal movie.

Christian Berner opened the show with an emotional and informative solo presentation about company changes, followed by the premiere of the new BERNER movie – produced by insglück. The film captured the brand’s new attitude: authentic, entertaining, intelligent, and loud.

The rock show setting – location, stage design, and lighting – along with a concert-style format featuring a support act (CEO presentation) and top act (DJ set), created an electrifying atmosphere. The after-party made the experience unforgettable. The smart show concept was successfully replicated across nine cities with a manageable budget.

A post-event employee survey showed enthusiasm: Attractiveness: 8.39/10, Acceptance: 8.04, Understanding: 8.92. One comment summed it up: "Loud, real, and self-confident – proof that a company presentation can be truly exciting."