The Smiley Company has announced a promotional partnership with GL Events, one of Europe’s leading exhibition organizers. This new partnership will see France’s major private label food industry show MDD re-branding for 2017 to M.A.D.E. The Smiley team will be involved in creating the shows new identity. The M.A.D.E. organisers wanted to create a ‘feel good’ factor and buzz around the re-launched show and create some standout branding that would give them real visibility. The team captured Smiley’s mission to “Spread Happiness around the world”, whilst leveraging Smiley’s 97% brand recognition globally. The new design features Smiley along with the M.A.D.E. logo and the strapline “Make It Happen, Make It Happy”. The promotional activation surrounding this event will include a major badging activation, floor tiles throughout the show and branding activation on all event promotional materials; including website, programs and advertising campaigns. Speaking about the partnership Smiley CEO, Nicolas Loufrani said, “Trade shows are usually very exhausting and stressful moments for both exhibitors and attendees who have to work very hard to prepare and attend them. This is why for a decade we have been spreading happiness and fun with our badging hostesses at almost 100 trade shows and distributed close to 1 million badges.” The newly re-branded M.A.D.E show launches at Porte de Versailles in Paris from the 28th to 29th March 2017.