Ingredion Idea Labs™ innovation centers
Using end-market insights to fuel leads.
Following the global launch and activation of the Ingredion name and brand (replacing those of Corn Products International, National Starch and a number of subsidiaries), it was time to showcase the differentiated innovation value Ingredion brought to customers. Specifically, Ingredion sought to advance its position as a global ingredient solutions innovator in food and beverage and numerous other industries.
The vision was to create a global powerhouse of innovation by bringing together all of Ingredion’s R&D, culinary, technical support and texture specialty centers in every region under one name. Ingredion chose to emphasize “idea” and “labs” as a fresh way to express its collaborative science-based problem solving. After “Ingredion Idea Labs™ innovation centers” was selected, we focused on developing the tagline. The corporate tagline of “Developing ideas. Delivering solutions.” was clipped to a dynamic “ideas to solutions,” and the even shorter “i2s.” A new logo was harmonized with the master brand to elevate the network in the Ingredion brand hierarchy.
A global rollout plan was developed to introduce the new network and highlight innovation in every region. The effort included messaging and guidelines for go-to-market teams, a paid media campaign, a global microsite with videos, an infographic and white papers, PR and more. The global launch, held at the Institute of Food Technologists Annual Meeting + Food Expo, included news interviews and research presentations. The regions also held well-attended events at their facilities. Marketing efforts were highly successful, far outpacing industry averages for engagement with advertising, emails and web pages and generating solid viewership of videos and booth attendance at tradeshows.