Nurri
What do you do when you win an exciting new account for a relatively new brand, with huge ambitions? You immediately get to work on a Test & Learn plan...that requires running creative…that doesn’t exist…because your client is a new brand…but you need a whole campaign? We needed to move our butts.
Protein is everywhere. And, in a category crowded with traditionally chalky tasting protein shakes, newcomer Nurri needs to stand out and let people know they’re delicious and different.
How do we differentiate Nurri from all the other protein drinks and options in this rapid growing category? We could talk about how it’s made from real ultra-filtered milk. Or how it tastes better than other protein shakes. Or, that Nurri comes in a convenient and eco-friendly can. Or, we could recognize how the category is talking to hardcore gym bros and yoga moms, and instead, maybe talk to some regular people who recognize the need for protein but also just like to have fun? Yah, let’s do that.
When you crack a can of Nurri and take a sip, you’re immediately hit with a delicious, “tastes like melted ice cream” sensation. A flavor so tasty it’s hard to put into words. That’s okay, because your body will speak for you. In this spot, set to a super fun track, we wanted to position Nurri as the catalyst that gets a 50’s style diner of strangers from all walks of life, up and out of their seat, and shaking their cans. The spot was written on a Monday, presented on Tuesday, approved on Wednesday, and we were talking to our director, Daniel Russell, from ArtClass on Thursday about how we could bring our twerkin and nurrkin creative to life in just a few short weeks. Maybe it was the 30g of protein in every can, because we pulled it off.
