• To announce the company's restructuring in South America, including the closing of three plants and the layoff of over 300 employees, while showing that the company was still healthy
• To offer employees a message that would convey the highest respect from the company toward them

• Employees were the first to be informed, simultaneously at all region's units, through a videoconference
• All audiences involved - authorities, clients, suppliers, unions and media - were informed on the same day, just after the meeting with the employees
• Local and nationwide scheme to take media calls

• Transform this fact into a positive milestone for the company and its employees
• Show to clients, suppliers and competitors that the company was still growing

• Again, the employees were the first to be informed, by means of a videoconference for all region's units (Brazil Argentina and Chile)
• On the announcement day, launch of new stationery and celebrating materials for the new name
• To make the celebration the operation start-up at the Guararema unit and the launch of an internal employee recognition campaign coincide with the announcement of the new name
• The announcement of the new company name happened at the same time as the operation start-up at Guararema unit and the launch of a employee campaign
• Pitch to national media, with exclusive interviews for Forbes Magazine and financial newspaper Gazeta Mercantil

• All of the over 1,500 employees at the seven units received the message at the same time
• The positive internal climate was preserved even after the announcement of the dismissals, and even registering productivity increases in some lines
• There was no negative impression among authorities, clients, suppliers and media
• During the second phase, exclusive news stories with interviews were published on Gazeta Mercantil and Forbes Brasil, both very positive

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