Liebs – Launch Event

Brand experience: The launch of Liebs

Challenge: The new Liebs brand for functional dog treats needed to be not only introduced to the market, but also anchored emotionally and contextually in the everyday lives of dog owners. The goal was to create a format that would bring the brand values of love, health, and support to life in a way that went beyond a classic sampling event.

Our solution: We developed an event concept at Cologne's Harbour Club that showcased the brand in the context of the deep relationship between humans and dogs. Instead of a rigid product presentation, we created an interactive experience space that combined expert knowledge with a genuine community spirit and an experience journey for all the senses.

Implementation at a glance:

• Experience journey: Development of themed stations that physically translated the product functions – from the Mobility Station (joint health) to the Glow Station (coat & skin) to the Lick Station for immediate feel-good moments.
• Content & interaction: Integration of social media spaces for targeted content creation and live demonstrations by professional dog trainers to underpin the expertise.
• Atmosphere & dramaturgy: Design of a dynamic mix of consulting, networking, and event flair with food, drinks, and a curated sound concept.

The result: a brand moment with substance that bridged the gap between functional added value and emotional connection. The targeted bringing together of dog owners and experts created an authentic platform that laid the foundation for Liebs' community building.