Following the global launch and activation of the Ingredion brand (replacing that of Corn Products International, National Starch and a number of subsidiaries), it was time to showcase the differentiated 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.
Ingredion wanted to strengthen its position as a global powerhouse of innovation by bringing together all of its R&D, culinary, technical support and texture specialty centers in every region under one name. We knew that the name had an important job to do and wanted it to convey a promise to customers that went far beyond facilities. What makes innovation different at Ingredion is the collaboration that takes place between Ingredion experts and customers and the marriage of creative ideas and science-based problem solving — all resulting in solutions that weren’t possible before. After crafting many names that highlighted “ideas” and “labs,” a concept Ingredion liked, the name “Ingredion Idea Labs™ innovation centers” was selected. [To fully bring the name to life, we distilled the corporate tagline of “Developing ideas. Delivering solutions.” to a dynamic “ideas to solutions,” and the even shorter “i2s” — a clear promise of results to customers.] We then created a new logo which harmonized with the master brand to elevate the network in the Ingredion brand hierarchy.
Once we had the brand established, we developed a global rollout strategy to introduce the Ingredion Idea Labs™ network to internal and external audiences, with the Ingredion regions promoting the launch through well-attended events of their own. 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.
Marketing efforts were highly successful, far outpacing industry averages for engagement with advertising, emails and web pages and generating solid viewership of our videos and attendance at our booths at trade shows. The customer feedback from around the world has been uniformly positive — so much so that Ingredion Idea Labs™ innovation centers have since become an integral part of Ingredion’s value proposition. As a result, the Ingredion Idea Labs™ network has grown from 24 facilities in 2015 to 27 in 100 countries today — all actively helping customers answer the trends, overcome challenges and move from ideas to the solutions they need.