Creative Work — Corbion

One company. A dozen industries. One line.

Corbion makes bioingredients for food, chemicals, and pharma. The problem was saying all of that to everyone at once.

Year
2016
Role
Copywriter / Creative
Client
Corbion (Netherlands)
The work
Campaign platform

The problem

My agency got an RFP from Corbion, a Dutch company that makes bioingredient solutions for food, chemical, and pharmaceutical industries.

That's the whole problem in one sentence. How do you communicate that much complexity, across that many industries, to a worldwide audience, without picking one and losing the rest?

"Corbion is"

Two words that could become anything the audience needed them to be.

"Corbion is" is a runway. It stretches across every part of the business and finishes the sentence differently for every audience:

  • a place for the pioneers.
  • the artistry of the breakthrough.
  • the reason the world's sweet tooth stays satisfied.

One structure. Many answers. All of them true.

Optimistic, bright, a little clever. It captures a company that had been reinventing how we eat for forty years, without flattening any of it into one message.

Corbion ad — sweetening the deal, confection audience
The confection audience.
Corbion ad — artistry of the breakthrough, bakery audience
Bioplastics and carbon footprint.
Corbion ad — a place for the pioneers, bioplastics
The bakery audience.

Why it works

A tagline that tries to say everything usually says nothing.

This one refused to try. It set up the sentence and let each audience finish it. One structure, a dozen product lines, and it still sounded like one company.

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