ABOUT

When Nualtra set out to launch AltraJuce, a milk protein-based nutritional drink in a crowded B2B medical market it faced a familiar challenge: nutritionists were inundated with bland, formulaic marketing that all sounded the same. To break through this noise, Fiora developed a bold, creative campaign rooted in insight and unexpected storytelling.

At the heart of the campaign was the Juce Cow, a whimsical, eye-catching character designed to bring AltraJuce to life in a space dominated by dry sales messaging. This distinctive creative platform became the central unifying idea across all touchpoints, bringing humour, personality and memorability to a category where it’s seldom seen.

Our integrated execution included:
Brand platform development, giving AltraJuce a standout identity
A dedicated micro-site to engage audiences with product insight and Juce Cow lore
Social media content and press outreach to spark shareable engagement
Consistent brand collateral, ensuring the Juce Cow appeared across digital and physical channels.

Rather than blending into the background, the Juce Cow campaign created a memorable and relatable narrative for nutritionists and industry professionals turning routine product information into something genuinely engaging.

Results:
The campaign achieved its full annual sales target in just four months.
It was described by the client as “the most successful campaign ever in the category”.

This project highlights how strategic creativity and a distinctive idea can transform a product launch even in traditionally conservative sectors by making brands truly stand out.