This might sound nuts, but most almond milks have barely any almonds in them. Not JOI’s almond milk, though. Their innovative product is a 100% almond nut base that you simply add water to in order to, ahem, ‘milk these nuts.’ Not only is this product better for you, it’s better tasting, too. Oh and it’s remarkably sustainable (each tub of JOI saves ~8 cartons from going to landfills), or as we branded, “mouthfuls not landfills.” So, this project was our opportunity to help them make the big leap from B2B to B2C by positioning them as the first to get almond milk right (by using the whole nut and nothin’ but the nut)—and doing so in a way that grabbed attention and made a splash on the market. Our goal (as it always is when we launch brands) was to differentiate and delight. Using our Consumer Emotion Strategy, we got deep into JOI’s ideal audience’s psyche to create a core message that enlightened, entertained, and activated—allowing them to go on and launch several new product lines and innovations to a hungry (thirsty?), loyal consumer base.