Launching a range is not just about announcing it: it’s about creating desire, driving trial, and turning an idea into a memorable experience. For Alpro, Trois Actes designed and produced a 12-week event program able to translate “Le végétal, c’est l’avenir” into a concrete moment - for press, creators and partners - while generating reusable content. Rather than stacking activities, the agency scripted a simple journey: welcome, discovery, proof, projection. About 205 people attended, including 25 journalists and 39 content creators. Targeted outlets included Madame Figaro, Chef Simon, Elle, GQ and Gastronomie Magazine. Venue choice and scenography were managed with attention to accessibility, sound comfort and visual potential. On the day, Trois Actes handled production, timing and contingencies, with a shared contingency plan. Four workshops or demos served as proof points, and a press area made it easier to collect quotes, figures and visuals. Capture delivered immediately usable content and a debrief kit was distributed the next day. Finally, coverage and engagement were consolidated into actionable recommendations.