The Opportunity
Nurri came to FifthColor with a quick-turn project tied to the relaunch of its protein milk in Walmart stores. The original ask was a 30-second social video delivered in both vertical and horizontal formats, with the flexibility to extend across retail and ecommerce.
The challenge was bringing together the fun, joyful side of Nurri’s brand and its ‘Milk It’ messaging with the product benefits that help it stand out on the shelf, including 20 grams of protein and 4 grams of sugar.
With the launch date quickly approaching, the team needed a creative approach that felt distinctly Nurri, clearly highlighted the product, and could come to life across multiple channels, all within a tight production timeline.
The Partnership
FifthColor kicked off the project with a discovery call to understand Nurri's goals, the upcoming relaunch, and what the campaign needed to accomplish. From there, the team moved quickly, delivering five concepts within two days. The Nurri team landed on "Overnurried."
"Overnurried" imagines a family whose love for Nurri escalates into joyful, everyday absurdity — Nurri worked into slippers, ties, purses, and even a milk bath — until "milking it" becomes a way of life.
The Impact
The final spot brought Nurri’s Protein Milk relaunch to life with a playful, lifestyle-driven approach that kept the product benefits front and center.
With 30-second, 15-second, and six-second assets delivered across horizontal and vertical formats, the creative gave Nurri a flexible library of assets for use across social, retail, and ecommerce. The initial project also opened the door to an expanded partnership, with FifthColor supporting additional lifestyle and product photography for Nurri’s 30g protein flavor launches.
Key Outcomes
A multi-format campaign supporting Nurri Protein Milk's Walmart relaunch across social, retail, and ecommerce all in a timeline other agencies couldn’t execute
