Welcome to the Altrini Universe.
Product launches often present a unique opportunity to disrupt and innovate within established sectors. When Nualtra, a long-standing client, approached Fiora to help launch their new Oral Nutritional Supplement (ONS) for children aged 1-10, we recognised the potential to create something truly transformative.
Our Challenge: bringing to life the world of medical nutritional supplements.
To develop a compelling narrative that went beyond simply informing and actively engaged three key audiences—healthcare professionals prescribing the Oral Nutritional Supplement (ONS), the parents facilitating its use, and, most importantly, the young patients themselves. In the world of B2B marketing, most communications are dull, and medical campaigns have often followed a cookie-cutter approach, lacking creativity and emotional resonance.
Children who need an ONS are often dealing with serious illnesses, making them understandably reluctant to consume anything. Traditional strategies to encourage intake were proving inadequate, highlighting the urgent need for a solution that could connect on a personal and emotional level.
Inspired by the success of our work on Juce Cow—an innovative campaign that broke through the noise of standard B2B marketing—Nualtra’s marketing team asked the Fiora team to explore a similarly creative approach. They sought a narrative that would support and motivate children, transforming the act of taking their ONS from a mere chore into an engaging and enjoyable experience.
We explored packaging ideas with the ambition of creating a bottle that not only contributed to the narrative but was also fun and engaging for the children requiring the ONS.
Our Solution: A Blend of Generative AI and Traditional Creative Craft.
We knew that the world of Altrini had to be compelling because children are accustomed to highly polished and immersive animations and games.
Fiora wanted to create a world that felt real yet toy-like, friendly, and approachable. Using a combination of AI rendering tools, crafted prompts, Adobe Photoshop, and Cinema 4D, the team explored designs for a number of heroes.
Initial exploration of both the Altrini Heroes, Health Care Professionals and Parents
Early Renders and Character Exploration.
Understanding the sensitivity and complexity of the situation, we at Fiora delved into the world of children’s psychology and storytelling. We aimed to transform the perception of the new ONS from a mundane nutritional and medicinal supplement into something magical and empowering.
Drawing inspiration from the universal appeal of superheroes, we conceptualised “Team Altrini” a dynamic group of characters embodying strength, courage, friendship and health.
Batman has Gotham, Spiderman web-swings through New York, our Heroes live in Brightsburg the home of Team Altrini
Every team of Heroes has an arch nemesis we explored several styles finally settling on the baddest of all General Grim
General Grim, the evil mastermind dedicated to pinching our Heroes Altrini. A stinky, mean and generally unpleasant pain in the neck
Altrini ONS Bottles
Say hello to Team Altrini: Altrini Kid, Altrini Girl, Captain Altrini, Miss Altrini
Parents receive a fridge poster along with reward stickers to help encourage their children to continue taking the ONS. They can also download additional content from the website, such as colouring sheets, and order extra stickers and posters directly from Nualtra.
Engaging Three Key Audiences.
- Healthcare Professionals: We provided healthcare professionals with comprehensive materials that integrated the Team Altrini narrative into medical guidance. This approach helped them present the ONS in a more relatable and less clinical manner, facilitating better communication with both parents and children.
- Parents: For parents, we developed informative yet engaging content that explained the benefits of the ONS through the lens of the Team Altrini story. This included interactive brochures, a dedicated website section, and guidance on how to incorporate the narrative into daily routines.
- Children (Patients): The young patients received a range of fun and interactive materials - collectable character cards, animated videos, and a mobile AR game - all designed to make taking their ONS a delightful experience. By aligning the supplement with positive and heroic imagery, we aimed to reduce anxiety and resistance.
Team Altrini: The Superhero Power-Up.
At the heart of this new world was the idea that the ONS drink wasn’t just a supplement; it was a superhero power-up. Each sip would imbue the young patients with the energy and vitality of the Altrini heroes.
We crafted detailed backstories for each character, aligning their unique powers with the nutritional benefits of the supplement. This narrative allowed children to see themselves as active participants in their own journey, fighting alongside Team Altrini against the General Grim!
The Augmented Reality (AR) Altrini Hero Game encouraged children and their parents to play together, empowering the children to build their own heroes, share their characters, and engage with them in AR. This created a deeper and more engaging interaction with the brand and the ONS drink, further encouraging the children to use the product.
A custom-built Altrini hero right in the users kitchen. This immersive experience allowed them to interact with their characters in a familiar environment, enhancing engagement and making the game more captivating for both the children and their parents.
