Sometimes it is necessary to reinvent yourself, the business or a brand. Also for an established A-brand like Campina. A rapidly changing environment and a different view on dairy required a new vision, strategy and market approach. Not an easy task within a cooperative with different stakeholders. Carien de Bas, Marketing Manager Campina, provides insight into this transformation process and how to take stakeholders both internally at FrieslandCampina and externally with the consumer on this journey.