When Glanbia Performance Nutrition launched their new Isopure Protein Water at Costco, they had every reason to expect a massive hit.

As the protein category rapidly expanded, shopper needs became increasingly fragmented, while retailers were at very different stages of category development.

Vista Grande’s case study explores how Croatia’s six-minute “I Hear It’s Beautiful” tourism campaign, starring John Malkovich, used cinematic storytelling, authentic cultural humor, and distinctive destination branding to sustain viewer engagement, outperform brand-recall benchmarks, and increase U.S. travelers’ consideration of Croatia by 44 percentage points.